Spell Codes

Social - Series

2025

Courage, Skip, ON
w: courageinc.com

Founder, Chief Creative Officer: Dhaval Bhatt, Joel Holtby Partner, President: Niki Sahni Partner, Chief Strategy Officer: Tom Kenny Partner, EP: Clair Galea Creative Director: Cindy Marie Navarro, Steve Ierullo, Hemal Dhanjee Writer: Ethan Gans Art Director: Marina Khouzam Senior Social Media Manager: Oliver O'Brien Executive Strategy Director: Rami Dudin Managing Director: Saloni Wadehra Account Supervisor: Emily Broad Account Executive: Jordan McConnell Senior Producer: Adriana Laborde Producer: Veronica Coles Junior Producer: Parker Wales Editor: Adrian Ryan, Marcus Barrie Motion Graphics Artist: Adrian Ryan Motion Designer: Marcus Barrie Client: SKIP VP, Marketing: Rachel MacAdam VP, Communications & Government Relations: Melanie Fatouros-Richardson Creative Director: Phil Sylver Director, Brand & Promotions: Amy Gaertner Associate Director, Brand, Promotions and Sponsorships: Bethany Skelton Marketing Lead: Alessia Budaci Communications Manager: Emma Bowers Social Media Manager: Avery Hoffman

Amidst a trade war, while every brand was eager to showcase its Canadian roots, we tapped into an insight that had been right under our noses for centuries but largely overlooked: our spelling. We transformed Canadian spellings into discount codes, incentivizing customers not just to shop locally but to spell locally as well. Initially, the discounts responded to Trump's call to merge Canada with the USA, but we then adapted the discount amounts to reflect any increases American tariffs.