Look for the Leaf

Entire Advertising Campaign

2025

No Fixed Address, Toronto, ON
e: awards@nofixedaddressinc.com

Ad Agency: No Fixed Address Chief Creative Officer: Alexis Bronstorph, Kelsey Horne Executive Creative Director: Jamie Marcovitch Junior Copywriter: Dawson Courson Junior Art Director: Logan Novak Photographer: Ethan Andrews, Jared Mason Designer: Valentina Gutierrez, Meriç Karabulut Group Account Director: Shawne Elnicki Account Supervisor: Logan Thomlinson, Sofia Liang VP, Production: Cherie O’Connor Producer: Nina Buis VP, Strategy: Brittany Dow, Thomas Wilkins Strategist: Alexander Strong, Nicole Mason Senior Production Artist: Gavin Gillespie Studio Producer: Sheila Jacklin VP, Creative Technology: Darrin Patey Project Director: Ashley Whitaker Project Manager: Sydney Bokser Director of New Business: Gail Concepcion Media: FUSE Media b>VP Managing Director, Media/Partner: Luke Moore Group Media Director: Rita Steinberg Media Account Director: Bethaney Herbert Media Coordinator: Chris Lebert Client: Maple Leaf Foods VP, Brand and Marketing: D’Arcy Finley Brand Manager: Heather Murphy

As U.S. tariffs sparked tension, a wave of Canadian patriotism surged. While most brands used the moment to remind shoppers that they weren't American, Maple Leaf Foods focused on what makes us truly Canadian - our sense of unity. Introducing: Look for the Leaf - a rally call for the entire country. Instead of shining the spotlight on themselves, Maple Leaf Foods used their own paid media to feature other brands, even competitors, with the iconic Made in Canada maple leaf on their packaging.