THE WORK

The latest in a string of Stanley Cup playoff campaigns, this time humorously addressing 32 years of Canadian futility in the quest for hockey’s biggest prize, and BP's ongoing efforts to help end the drought.

A digital-first platform and campaign designed to showcase how PC Financial products turn everyday spending and saving into rewards.

A wildlife-focused campaign for the 2026 Jeep Cherokee Hybrid, created in partnership with award-winning conservation photojournalist Patricia Homonylo.

A heartwarming holiday campaign that continues with the emotional storytelling introduced by the brand earlier this year.

A new holiday campaign introducing Canadian "it" star Seth Rogen as the fashion retailer's "holiday concierge."

An AI-powered tool designed to assess how much nature is present in the media people consume in order to encourage more outdoor engagement. It launches alongside a global campaign called "Let The Outside In."

A new campaign from Leo Toronto introduces the "J&PB," which consumers say really does taste different from a PB&J

A national campaign introducing the next chapter of KHP's Feel Out Loud platform, anchored by a cinematic reinterpretation of The Beatles' song "Help!"

A new spot that takes an offbeat approach to promoting the pizza chain's revamped app.

A new campaign on the "Shine On" platform, that positions the YMCA as a place of connection in a time when it's needed most.

A follow-up campaign to 2023's "Bad Bosses Hate Us."

A fundraising campaign for Holland Bloorview Kids Rehabilitation Hospital, featuring youth patients daring viewers to challenge their perceptions of disability healthcare.

A new brand platform and campaign that builds on the award-winning "Eggs Anytime" platform. It is Rethink's first work with the brand since being named AOR earlier this year, following a competitive review.

A global activation in partnership with Universal Pictures and Blumhouse to launch a limited-edition Halloween campaign featuring iconic horror characters including Chucky, Freddy Fazbear, The Grabber, Freddy Fazbear and Michael Myers.

A global campaign and brand evolution that speaks to younger consumers by providing them with inspiration to embrace new experiences and celebrate personal growth.

An awareness campaign featuring limited-edition bottle sleeves that say "Suck It" that takes aim at the stigma parents face around infant feeding choices.

A national campaign celebrating the return of Nestea's ready-to-drink iced tea to Canadian shelves, after the brand's distribution rights changed hands from Coca-Cola to KDP. It is the first time in five years that the Nestea brand has had any formal marketing support.

A 50th anniversary celebration campaign starring Jay Baruchel that reminds Ontarians of OLG's contributions to the province while reviving and updating "Wintario," the lottery game that launched OLG in 1975.

A tourism campaign built around what Initiative describes as a "robotic sound sculpture experience" that embodies the city's creative spirit. It's Initiative's first major work with the organization since being named media AOR last year.

Advertising for Rogers Wireless that uses the new tagline, "Plus it Up," to help promote how the brand's 5G+ plans benefit families.

A campaign ahead of hockey season (yup, not long now) that speaks to hockey as a Canadian way of life, and Sport Chek as the go-to retailer for getting ready to play.

Property platform Rightmove returns with the latest iteration of its “If they can find it, so can you” campaign with outdoor ads tapping into the culture of places it’s running at.

An online campaign for the redesigned Kia Sportage that spotlights its various tech features, including Kia Connect, driver seat memory function, smart cruise control, and digital key.

A campaign modernizing the lyrics of the 1980s song "Whip It" to reflect contemporary life, to promote the Skip+ membership program.

A new aspect of the "Game. Set. Equity.," a program developed by Tennis Canada with the support of National Bank that is intended to create opportunities for women and girls at all levels of Canadian Tennis.

A solution to picnic mishaps called the Knee Tablecloth.

A contest and campaign where one winner will be signed to a fake record label and earn special access to Osheaga music festival.

A new campaign platform rooted in the belief that sport has the power to not only reflect culture, but to shape it, ultimately creating space for belonging, representation, and action.

A new brand platform and campaign that leans hard into the growing tourist appetite for "unique and authentic" travel experiences.

A campaign promoting the airline's connectivity and hospitality. It coincides with the recent launch of free wifi for members of the Aeroplan loyalty program on all of Air Canada's North American and "sun routes," which will be expanded to international flights in 2026.

A Canadian revival of the retailer's famous "That Was Easy" campaign that reflects its evolution from an office supplies store to a self-described "working and learning" company.

A public awareness campaign spotlighting veteran homelessness in Edmonton, anchored by a travelling OOH installation.

A digital storytelling platform that uses AI and scientific data to identify individual humpback whales in user-submitted photos and share their personalized stories.

A 60-second love letter to the country, delivered by Kiefer Sutherland.

A new campaign that taps into the recent surge in Canadian patriotism by celebrating the "resilience and pride" of Canadians and the importance of "unity and standing together."

A campaign that shows the impact of the service, which has been providing ICU-level care to remote areas across Alberta, Saskatchewan, and Manitoba for the past 40 years.

A new campaign aimed at attracting Canadians back to the state amid a pronounced drop in travel attributed to the anti-Canada rhetoric that's been emanating from the White House.

A 60-second, documentary-style spot that tells the true story of Anthony Machado, a cancer patient whose dream of cycling in the Ride to Conquer Cancer lives on through another rider.

A new brand campaign that emphasizes the enhanced shopping experience that comes with IGA's exceptional customer service.

A campaign promoting Pizza Pizza's new 18-inch, eight-slice XXL pizza with a dramatic stunt featuring a 20-by-20 foot, 5,000-pound replica pizza box suspended from a 200-foot crane.

A new national awareness campaign encouraging people to talk to each other via real life phone calls-to discuss absolutely anything and everything-inspired by evidence about the growing problem of increasing loneliness.

A campaign that positions Presto not just as a payment method, but as an access key to the joys of life-discoverable via Metrolinx's interconnected transit networks.

A humour-led campaign featuring Jack Link's familiar Sasquatch with a new friend to launch Jack Link's Duos which combines two jerky flavours in a single bag.

A 4/20 campaign that brings back last year's joint-shaped pizza snacks, "Pizza Pizza Pre-Rolls," alongside an original music album (titled "Pizza Pizza Dope Jams," a nod to the brand's jingle), for consumers to listen to during the unofficial cannabis holiday.

A brand repositioning and campaign intended to set Mackenzie Investments apart from competitors by highlighting the firm's attention to detail and commitment to acting in the best interests of advisors and investors.

A pair of new ads in Sonnet Insurance's "Adulting Made Simple" brand platform, which explains that in a world where even small challenges can feel overwhelming, Sonnet makes insurance foolproof. The third wave of ads in the two-year-old brand platform continues with the theme of millennial adults trying-and failing-to cope with some of the everyday aspects of being a grown-up.

A campaign that demonstrates how Belairdirect makes submitting insurance simpler by comedically juxtaposing the claim process against something else that should be simple (ie: smart technology).

A satirical brand campaign featuring crates filled with Gambino merch, showcasing how StickerYou can transform everyday items into polished professional products, and give brands a makeover that could take them from the backroom to the boardroom.

The first broadcast campaign for Best Buy Express, small format consumer tech stores being launched following a January 2024 deal with Bell to rebrand the latter's The Source stores.

A campaign that's part of a major rebranding effort that moves beyond product-specific marketing to connect with consumers through honesty instead of the exaggerated promises common of competing grooming brands.

A cheery, disco-inspired national campaign for the discount grocery banner, with no maple leafs or made-in-Canada messaging in sight.

A campaign celebrating Canadian turkey farmers and promoting locally raised turkey amidst the ongoing "Buy Canadian" movement. The ads feature Canadian turkey farmers Scott Olson from Alberta, and Michaël Boulay from Quebec.

An extension of the 'Together, we'll make home happen' platform, which shifts the focus from exclusively finding the perfect property-as exemplified in the two previous iterations here and here-to highlight the role of the realtor and how they protect their clients through all parts of the home buying journey.

A campaign promoting the museum's "Auschwitz: Not long ago, not far away" exhibition, which contains more than 500 objects from the Auschwitz-Birkenau Memorial and Museum.

A national a call-to-action for Canadians to vote in support of funding CBC/Radio-Canada in the upcoming federal election.

An unbranded sequel to Molson's famous 2000 ad "The Rant."

A campaign to introduce Dove's new Whole Body Deodorant collection, which provides odor protection for areas beyond the underarms.

A campaign that blends 90s culture and modern creativity to celebrate two legends that debuted in 1995: the Toronto Raptors and the McFlurry. With a nostalgic twist, the campaign merges the flavors of a McFlurry with the energy of Toronto's basketball culture.

A Super Bowl spot with a distinctly patriotic message: football is great, but hockey is still the "best game you can name." The pro-Canadian message may feel pointed amid rising tensions with the U.S., but it's not meant to be political.

A campaign to raise awareness of how online figures in the manosphere-a network of online communities promoting hateful, misogynistic rhetoric-groom young men and boys, and fuel attitudes that contribute to gender-based violence.

A Super Bowl spot featuring sloths as the epitomical representation of Monday sluggishness, which also pays off the weeks of build-up for the brand that started with advertising typos.

A new Super Bowl campaign highlighting personalized travel experiences that features characters from The Muppets.

Cadbury creates limited-edition Dairy Milk bars designed to honour small but meaningful gestures that often go unnoticed.

A "We Are the World"-type awareness campaign warning BC investors about the dangers of AI investment scams, and assuring them that the BCSC can help protect them and their money.

A new social platform intended to insert the brand into culturally relevant conversations about feuds.

A new integrated campaign that seems like its for luxury product ads, but is in reality about the brand's emphasis on price and value.

The 2025 iteration of the province's annual tourism campaign, which focuses on kind and welcoming residents as contributors to great travel experiences rather than the more stereotypical attractions of travel like scenery and activities.

A new TV and OLV-led ad campaign for the fintech company that uses a little-slug-that-could as a metaphor for the financial anxieties of many Canadians who feel like they are supposed to be getting ahead, though life doesn't seem any easier.

A campaign encouraging Canadians to give up mindless habits like scrolling and binge-watching to make time for physical activity.

A content series featuring Antoni Porowski, the Montreal native, wine and food expert from Queer Eye.

A playful campaign based on the very common scenario of overeating during the holidays, but still being able to find room for chocolate.

A re-recording of Jean-Pierre Ferland's "Le petit roi," as a tribute to the beloved Quebecois singer-songwriter, who died last spring.

A campaign that celebrates nurses for their ability to care for other families like they're their own.

A new campaign on the two-year old "Immortal" platform. In 2022, the focus was on the history of humanity. In 2024, it goes way beyond the history of mankind to the history of Earth itself, anchored by a sweeping three minute film called "Opera," starring an aria-singing chimpanzee.

A campaign on the diaper brand's "Hugs Change Everything" platform, launched this year. It is highlighted by a customized "sleep track" for babies, based on inputs such as their mood, time of day, etc.

A campaign built around a limited-edition ale made to help promote season two of the horse racing docu-series "Ontario Racing Unfiltered."

A humorous holiday campaign featuring former NHL tough guy and current Hockey Night in Canada co-host Kevin Bieksa. It's housed under the retailer's "Say it With Sport" brand platform, which launched last year.

A holiday themed spot that is the latest work in the "Love lives here" brand platform that launched in 2021.

An AI-generated version of its Christmas advertising mainstay, "Holidays Are Coming"

An awareness campaign that challenges gender stereotypes by asking men to discuss their feelings around giving and receiving flowers.

A launch campaign for the new Kia K4 that seeks to connect with younger consumers by leveraging their cultural interests.

A short film urging Americans to protect abortion access by drawing parallels between the infamous witch trials of the late 1600s, and the current political landscape.

An entertaining culinary campaign for Alexa customers, timed with Matheson's recently released cookbook Soups, Salads, Sandwiches.

A SoundCloud library of Greenfield Bacon sizzle sounds recorded in high definition and made available to audio houses.

A campaign featuring the House Hippo, a character first introduced by Concerned Children's Advertisers 25 years ago, urging consumers to check information they encounter online and see if other reliable sources are sharing the same information in order to verify its authenticity.

The latest in the non-profit's campaigns for Canadian Down Syndrome Week (Oct. 20-26). The key message this year is about the benefits of social connection.

A campaign promoting the Ontario launch of the grocery retailer's Moi Rewards loyalty program, featuring the namesakes of several A-list celebrities.

An initiative that spotlights the different ways people stutter by creating 410,000 unique URLs-(all various spellings of "stutter.ca")-that direct to the CSA website.

An awareness campaign and pop-up experience to educate consumers about the potential risks of illegal cannabis. It's the first time the OCS is engaging directly with cannabis consumers at street level, compared to previous "Buy Legal" campaigns that focused on digital and in-store outreach.

A limited time menu offering, and ad campaign to commemorate the Toronto Raptors 30th anniversary, inspired by and featuring Toronto Raptor Scottie Barnes.

Waitrose has launched a campaign to promote its premium No.1 range, created with Saatchi & Saatchi.

A new public awareness and fundraising campaign anchored by a three-minute animated short film, "The Orange," that tells the emotional journey of diagnosis and treatment from a child's perspective.

A new national marketing campaign encouraging Canadians to prioritize their eye health, featuring Canadian astronaut and pilot Col. Chris Hadfield in a sequel to Specsavers' 2023 ad "Mispronounce."

The latest phase of the company's new "Meridian for Good" brand strategy, which aligns business success with a deep commitment to social responsibility and community engagement.