Leo Burnett, Toronto

Company: Leo Burnett, Toronto Chief Creative Officer: Judy John Group Creative Director: Steve Persico, Anthony Chelvanathan Copywriting: Jason Soy, Mike Johnson Art Direction: Sally Fung, Jordan Gladman Design: Sally Fung Agency Producer: Kaitlyn Gordon, Alexandra Postans Group Account Director: Chris Perron Account Executive: Brittany Gold, Olivia Akins Planner: Michael McDonald-Beraskow, Thomas Kenny

Millenials love making fun social profiles, but they could always use some help. Especially on Tinder, where they have mere seconds to attract strangers. That’s why we created #PimpMyProfile, a social program where we became people’s digital wingman.RESULTS: In 24-hours, we generated 1.1 million impressions on Twitter, increased engagement by 386%, and @CoorsLightCA got mentioned 321% more than monthly averages. Some of our fans even got lucky. Probably.