This piece was originally published in the Summer 2024 issue of strategy magazine

Strategy asked Travis Cowdy and Lyranda Martin-Evans of Fellow Human Creative to deconstruct recent culture-tapping “drops” – giving each a score to determine the brand beauties and busts.

Hellmann’s vs. Tim Hortons

Both brands created kicks with a quirky bent: Hellmann’s “1352” sneakers were made entirely from $1,352 worth of food waste – the average amount Canadians leave on their plates each year, and a tie to the brand’s mission to divert food from landfills. Meanwhile, a Tim Horton’s and Adidas collab led to the creation of four anniversary sneakers that give a nod to the QSR’s donuts.

COWDY: With rising grocery prices all over news headlines, food waste is definitely top-of-mind for consumers, and Hellmann’s certainly found an interesting way to deliver a stat. Getting from food waste to shoes is a bit of a leap, but it is an interesting way into a timely issue. Also, props on the design. I think they’re ugly as all hell but that probably means they’re cool. I’m a 40-something dad, what do I know about fashion? 3.5/5

MARTIN-EVANS: Would a consumer buy these? That’s probably not the point, but the story behind them makes for a nice PR play. I’m always in awe of how agencies make stuff like this happen. “Make a shoe with scraps!” Where do you even start? Impressive. Although the colours and logo help with branding, it is asking the consumer to draw a lot of lines back to mayonnaise, adding it to leftovers and not wasting food. But this idea has a lot of sole. 3/5

COWDY: The Tim’s shoe feels like a third round creative idea where the client wasn’t buying what was being served. Changing some colours on a popular shoe design and calling it exclusive… I’m sure they had better stuff. 1/5

MARTIN-EVANS: I feel that people would buy these. Fans like owning a piece of culture and they love Tim’s. But there are only four to be had. The design needs a bit of Tim’s brand magic for me. I like the sprinkle one and how it adds some whimsy and donut-ness (like how the Nike bagel shoes had sesame seeds). So I guess I’m craving a sprinkle more of Timmie’s. And some double-double socks. 3.5/5

McDonald’s vs. BMO

Who doesn’t love a rap track about burgers and, er, bills? McDonald’s teamed up with rapper Lil Yachty to remix its O.G. 1989 Menu Song in an effort to promote its Remix Menu. Over at BMO, rapper bbno$ created a track to relay the brand’s mission to support youth financial literacy.

COWDY: This is a classic case of risk-taking vs de-risking. McDonald’s took the latter route. Take something iconic from 30 years ago and add a current celebrity. Hollywood has been doing it for the past two decades. It’s a classic cheeseburger. It’s nostalgic and it’s comfortable. It certainly doesn’t disappoint, but it’s not exciting or new. 3.5/5

MARTIN-EVANS: Brings me back to the “Big Mac McDLT” menu song I grew up with (and can still recite). I super dig this! It’s all product, and all vibes. I think music is more interesting when it’s re-imagined with a new singer and ukulele. Consumers will bite into it, too. More like this please! 4/5

COWDY: BMO went out on a limb and created something unexpected for a bank. Taking the trope of rappers boasting about excessive spending and flipping it to fiscal responsibility is hilarious. The track slaps and the film is well executed. I only wish they had the guts to run this in mass channels. Gen X parents like me grew up on rap and I’d certainly pay more attention to this than most other bank spots in the market. 4.5/5

MARTIN-EVANS: Nailed it. The rapper they chose, the target, the way they launched it. The video is hilarious and the song is a bop. Bills paid on tiiiiime! I’m singing it now. Thanks for making a boring thing fun. More banks should be fun. And not just for a younger age demo. Please sing about tax deferral strategies and RESPs next. Thaaaaaanks! 5/5