Campaign

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The Period Purse targets menstruation embarrassment

A new campaign from the non-profit aims to fight stigma by encouraging people to “say the word.”

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White Spot’s new target demo includes everyone

The casual dining chain coins the term “spotitarian” to reflect its efforts to be an approachable restaurant, regardless of dietary preference.

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Maple Leaf relates to parents’ morning struggles

The company puts a twist on its “found footage” approach to bring its “Real Food” messaging to breakfast products.

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American Express shows that rewards work for small businesses, too

The brand enlists three entrepreneurs, including Toronto Raptor Fred Vanvleet, to show the value of its Business Edge card.

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SickKids zeroes in on why it needs more space

The hospital’s latest campaign turns the focus back to its patients to finish its goal of funding a new facility.

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The North Face goes big to talk about functionality

One of the brand’s largest ever campaign investments uses extreme conditions to show what sets a new fabric apart.

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Air Canada brings Canadian values to global travellers

The airline enlists Sandra Oh as part of its first major push to build awareness among international audiences.

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GoDaddy taps granddaddy Raptor for storytime

Muggsy Bogues sets up a site for his children’s book, telling fans and non-fans alike about the hosting service’s ease of use.

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Baffin slows down to stand out

The footwear brand’s recent acquisition by Canada Goose helps it put more muscle behind a poetry-centric campaign.

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Doctors use Canadian icons as target practice in PSA

An advocacy group of frontline medical staff aims to show that a ban on semi-automatic weapons isn’t just an American issue.

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Purelygreat hopes to cast a spell on skeptical consumers

The brand takes a disruptive approach to convincing the world it is “ready” for a natural deodorant.

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BMO repurposes Toronto FC’s field for youth teams

The bank brings its professional and community sponsorships together as part of its brand mission to “grow the good.”

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Addition Elle puts the fashion industry on notice

The retailer questions why an industry that prides itself on bold ideas can’t come up with products that include plus-size women.

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Giant Tiger gets inside the heads of its customers

The growing discount retailer’s new campaign shows that its selection and shopping experience is attractive for reasons beyond price.

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2019 Strategy Awards: Next level cause-vertising

Non-profits and brands take their gloves off in campaigns that call out the uninformed, ignorant and disengaged.