Bill the Maple

Experiential/Event - Series

2024

Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkideas.com

Chief Creative Officer: Aaron Starkman, Mike Dubrick, Daniel Lobatón Executive Creative Director: Xavier Blais Chief Strategy Officer: Sean McDonald Writer: Nicolas Dubois, Nicolas Labbé Art Director: Claudia Barbiero Head of Strategy: Pascal Routhier Strategist: Anastasia Mojaïsky Public Relations Director: Kristel Dupont Public Relations Coordinator: Mégane Landry Director of Integrated Content: AJ Merrick Associate Director of Integrated Production: Kate A. Spencer Senior Integrated Producer: Terri Winter Studio Manager: Todd Bennett Studio Artist: Steph Sherwood, Justin Chan Studio Retoucher: Todd Bennett, Kostas Loukopoulos Head of Accounts: Mélanie Châteauneuf Account Director: Victor Brunton Account Manager: Adriana Marquis-Duzink, Geneviève Rioux Content Photographer: Denis Gutiérrez-Ogrinc Cinematographer: Denis Gutiérrez-Ogrinc Editor: Thomas Mckeen Online: Thomas Mckeen VFX: Thomas Mckeen Motion Graphics: Thomas Mckeen Audio Engineer: Ed Zych Post Production Supervisor: Shannon Ing Digital Team: Ken Malley, Alex Fleming, Dustin Gamble Media Agency: Crossmedia Client: Quebec Maple Syrup Producers, David Marino, Noémie Durand

Maple from Canada re-imagined sampling in the US by turning any restaurant into a sampling counter. They invited Americans to ask for pure maple syrup with their breakfast orders, even if it meant paying extra – and Canada would pay for it. The brand managed to gather significant media coverage, thus massively outperforming its small budget.