When one of Canada’s top grocery chains shook the internet with a bold, risk-taking rebrand, it redefined the stigma of “buying cheap” into a badge of honor for getting more for less. A year later, the challenge was clear—how do we take it even further? For the Haul Hard 2.0 campaign, I had the privilege of leading the creative in collaboration with the Toronto International Film Festival (TIFF).
Our approach? Go big or go home. We built a giant Hauler shopping cart and sent it on a tour across the GTA, building anticipation for the event. I spearheaded the social campaigns, creative direction, and visual storytelling, helping craft a launch that resonated beyond expectations. The Hauler merch line became an instant sellout, with FADER magazine calling it “cool” and media outlets like BlogTO taking notice.
To tie it all back to TIFF, we created a booth activation where festivalgoers could test their movie knowledge in a trivia game—winning free popcorn, exclusive Hauler goodies, and merch that flew off the shelves. The result? A campaign that didn’t just maintain momentum—it took the Hauler movement to the next level.
Our approach? Go big or go home. We built a giant Hauler shopping cart and sent it on a tour across the GTA, building anticipation for the event. I spearheaded the social campaigns, creative direction, and visual storytelling, helping craft a launch that resonated beyond expectations. The Hauler merch line became an instant sellout, with FADER magazine calling it “cool” and media outlets like BlogTO taking notice.
To tie it all back to TIFF, we created a booth activation where festivalgoers could test their movie knowledge in a trivia game—winning free popcorn, exclusive Hauler goodies, and merch that flew off the shelves. The result? A campaign that didn’t just maintain momentum—it took the Hauler movement to the next level.
Company: No Frills | Loblaw
Client: TIFF | No Frills
Creative Direction: George Querubin
Production: George Querubin, Judy Foster
Project Type: Campaign, content creation, apparel design, booth design, brand swag
Client: TIFF | No Frills
Creative Direction: George Querubin
Production: George Querubin, Judy Foster
Project Type: Campaign, content creation, apparel design, booth design, brand swag
