One of Canada's top grocery chains broke the internet with a risky yet bold rebrand campaign, flooding social media and consumers attention. The stigma of "buying cheap" at No Frills had changed from embarrassing into a badge of honor for getting more for less.
While attempting to maintain the momentum on the first year anniversary the challenge here was to take it up a notch compared to the year before. I was honored to spearhead the creative for the 2.0 launch in collaboration with Toronto International Film Festival for the "Haul Hard Campaign". We figured go BIG or GO HOME would be the focus so the team put together a giant hauler cart that would tour the entire GTA leading to the event. By that time I had created the new Hauler merch, which had received an outpouring of positive feedback, some called "cool" by FADER magazine and a few reputable media pages such as BlogTO.
In addition we figured what better way to enjoy a film festival than with free popcorn? We had put together a booth activation that was created for the festival. Goers would participate in a movie trivia and in exchange would receive some goodies and a whole lot of HAULER merch. Below is a brief "shebang" of the different elements used to execute this fun campaign.
In addition we figured what better way to enjoy a film festival than with free popcorn? We had put together a booth activation that was created for the festival. Goers would participate in a movie trivia and in exchange would receive some goodies and a whole lot of HAULER merch. Below is a brief "shebang" of the different elements used to execute this fun campaign.
Creative direction // concept development // design
Company: Loblaw
Client: TIFF | No Frills
Creative Direction: George Querubin
Production: George Querubin
Judy Foster
Project Type: Campaign, apparel design, booth design, brand swag
Client: TIFF | No Frills
Creative Direction: George Querubin
Production: George Querubin
Judy Foster
Project Type: Campaign, apparel design, booth design, brand swag
