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Haulin' State of Mind

Ideation - Single

2021

john st., Toronto, ON
w: johnst.com

Client: Loblaw Companies Limited, No Frills Chief Creative Officer: Cher Campbell Associate Creative Director: Caroline Friesen, Robbie Percy Designer: Hannah Lee Business Lead: Lindsay Day Account Supervisor: Kelly Brennan Creative Director: Cher Campbell, Jess Willis Creative Director, Design: Mooren Bofill Art Director: Caroline Friesen, Anton Mwewa, Shirley Xu Wang Copywriter: Robbie Percy, Alex Bonder, Marly Dichter Agency Producer: Brittani Wilcox, Megan Flett Chief Strategy Officer: Megan Towers Sr. Strategist: Jay Fleming Editor: John Gallagher Assistant Editor: Cam Anderson Post-Production: Outsider Editorial, The Vanity Online: The Vanity VFX: Naveen Srivastava, Kaelem Cahill, Adam Silcox-Vanwyk Music & Sound: SNDWRx Music Director: Didier Tovel Composer: Didier Tovel Additional Composition: Alex Gluch, Alison Lawee, Colin Brown, Adam Prus Head of Production: Aimee DeParolis Account Team: Christy Cusack CLAPBACK TRACK performed, written and produced by: Didier Tovel

Winning Entry: youtu.be/ByomXbnnLLM

In the fall of 2020, while most grocery brands we're turning out sadvertising, No Frills did something different. We turned out an original 12-track album of bangin' tracks. While a free download was provided with every subscription to No Frills’ text program, a limited number of albums were hand-pressed and sold out in mere hours. Better yet, Jimmy Fallon himself confused No Frills with a band on the Tonight Show, starting a beef of epic proportions and quadrupling the resale value of Haulin' State of Mind.

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