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Canadian Tire Responding to a potential trade-war with a video celebrating our shared values of resilience, strength and community. Because we live here too. On February 1st 2025, Donald Trump announced a tariff of 25% on all Canadian imports (and a lower 10% tariff on Canadian energy)* In response to these tariffs, a surge in […]
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Sleep Country Canada / Dormez-vous When Sleep Country woke up to see DMs from a key competitor, we couldn’t help but reply. For over 30 years, Sleep Country has been committed to awakening Canadians to the power of sleep. Better health, brighter moods: all of that is possible when we wake up feeling rested and…
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HARIBO HARIBO set out to spread childlike happiness in Canada by tapping into the nation’s favourite pastime – hockey. The campaign playfully reconnects tough hockey players with their inner children, proving that even in life’s most serious moments, there’s always room for fun. Since entering the Canadian market, HARIBO has quickly become the #2 branded…
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DQ Getting Canadians to think of BLIZZARD® treats everytime they see a pile of snow. DQ wanted to remind Canadians that their iconic BLIZZARD® treat was just as worthy of attention in the winter, as it was in the summer. Winter is looooooong in Canada, and for most Canadians, giving up ice cream for four months out…
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Cabinet Office, the Government of Ontario In an ever-changing world, Ontario’s long-standing partnership with the U.S. has never been more critical. We set out to demonstrate how Ontario is well-equipped to continue building mutual prosperity—now and for years to come. For generations, Ontario has consistently proven to be a reliable partner, well-suited to meet America’s…
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Petro-Points Whether you’re commuting, carpooling, or constantly on the go, Petro-Points believes Canadians should get rewarded for every drive. We showcased just how much time Canadians spend on the road as part of their routine, highlighting the potential value non-members are leaving in their rearview mirror. Building on the success of our Summer acquisition campaign,…
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Birra Moretti Birra Moretti wanted to bring back the tradition of Sunday Dinner, so we teamed up with authentic Italian nonnas to create lasting memories beyond the meal itself. Birra Moretti ranks as the #1 most authentic Italian lager in Canada. The brand is rooted in Italian heritage, a passion for life’s simple pleasures, and…
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Canadian Tire Canadian Tire has great sales, with over 1000 new deals every single week. Great for customers. Tough on store staff, who love the products as if they were their own. In fact watching them fly off the shelves on sale can’t help but break their hearts, just a little. As the cost of…
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City of Toronto To reinvigorate peoples’ interest in Nuit Blanche, the City of Toronto was looking to breathe new life into their marketing with a refreshed look and feel. So, we came up with a simple idea that highlighted Nuit Blanche’s unique ability to add vibrancy to the night while hinting at what people can…
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Petro-Points Petro-Points wanted to turn every Petro-Canada stop into a unique, rewarding experience. So we teamed up with Chef Laurent Dagenais to craft the ultimate snack “mashup” recipes and offered members 50% more points on snacks, ensuring that every bite is as rewarding as it is delicious. While Petro-Points has delivered value to Canadians through…
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Strongbow The average Canadian gets only ten days of vacation per year. Now, they can have their vacation and enjoy it, too. Maximizing vacation days with a Strongbow Vacation Kit filled with branded merch designed to help people enjoy their time off to the fullest, however they choose to. Strongbow has been a staple in…
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SOL This summer, SOL was looking to help Torontonians enjoy the long-awaited patio season to the fullest. So we turned underutilised residential patios into pop-up bars, transforming patio wait-times into quality time sipping in the sun, with SOL Patio+. Canadian patio-lovers spend all year looking forward to hitting up their favourite sunny spots so they…
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Visa Ask any Olympic athlete and they’ll be the first to tell you that the Olympic dream is not easily achieved. A podium-worthy performance is built. Not in one giant leap, but in thousands of small steps. It’s the dedication, resilience and commitment along the way that makes the destination a reality. A truth in…
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Mattie’s Place To improve Canada’s outdated animal rights laws, we worked with local dog shelter Mattie’s Place to create the Pet-ition – the first petition signed by pets. Since nowhere does it state that you must be human to sign a petition – only needing a name, Canadian address, and unique signature – we exploited…
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Cadillac Fairview 83% of kids spend more time online than outside. That is an alarming amount of screen time for Canada’s youth today – and it needs to change. It’s time to take play seriously. That’s why Cadillac Fairview – one of the largest owners, operators, investors and developers of best-in-class office, retail, multi-family residential,…
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Heineken x UCL Our pals at Heineken are the official global sponsor of the UEFA Champions League (UCL), the world’s greatest club competition. To celebrate the 2024 season, they launched “Cheers to the Real Hardcore Fans,” a global campaign to promote inclusivity and highlight the unique diversity of football fans across the world. When Heineken’s…
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Toronto Jewish Film Festival Running for over 30 years, the Toronto Jewish Film Festival is the largest Jewish film festival in the world, hosting a wide range of films that push the boundaries of the medium. Together with TJFF, Publicis Toronto created a poster series and an array of digital videos for the 2024 edition…
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RIFF High AI (LIA 2024 2xGold 2xSilver; Cannes Shortlist, Design and Digital Craft) How do you describe a high? It’s not easy. And with over 100 varieties to choose from in most cannabis stores, stoners are more confused than ever. Enter High AI. Restrictions around the promotion of cannabis products means companies have a hard time…
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Canadian Tire A 6-week tongue-in-cheek battle on social media over who’s plastic utility bucket was most charismatic, ended off with a mic drop in the shape of a bucket hat. In early March, Canadian Tire and two competitors posted back-and-forth videos on social media in an attempt to claim the title of ‘Canada’s Bucket’. In…
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Here’s a chilling fact: 76% of women find their office environment uncomfortably cold, a discomfort rooted in an outdated formula from the 1960s, designed for the comfort of 40-year-old, wool-suit-wearing 150-pound men. This temperature standard may have seemed cool for male-dominated offices 60 years ago, but today, it is effectively giving the cold shoulder to…
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Canadian Tire Winter Canadians often complain about winter’s biting cold and never-ending length. And while it’s true that winter isn’t always enjoyable, the secret to getting the most out of the season is to have an activity or ‘thing’ that makes it special. To look at the season through fresh eyes, we created a campaign…
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Jared Holiday Campaign (Bronze, Advertising Photography, 2024 PHNX Awards) To some, the hustle of holiday shopping can make the purchase of jewelry feel impersonal, lacking the warmth and sentimentality that characterizes this special time of year. In response to this challenge, Jared partnered with Publicis Toronto for the first time to introduce a Holiday campaign…
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Heineken 0.0 Heineken 0.0 wanted to find a way to show that no-alcohol doesn’t mean no fun. So, they tasked us with creating a new route to a night out. Our solution? A streetcar bar route. After all the office parties, family gatherings and catching up with friends, many Canadians are hit with a long-lasting holiday…
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Canadian Tire Holiday Challenge: Christmas is arguably the most important season for Canadian Tire. And while many Canadians know and love CT for Christmas, the brand wanted to stay top of mind and ‘own’ the season in an increasingly crowded competitive market. Insight: Christmas is famous for its traditions and repetition, but that’s only half of…
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Sol, Patio Ray-Dar (Bronze, Tech-Savvy Category, Shopper Innovation Awards) Sol beer, a challenger brand in a cerveza style beer space, tasked us with developing a summer campaign to tell its own unique story and get consumers sipping on something better. The unpredictability of Canadian weather is familiar to all of us. This means that time…
At Publicis we believe that change is shaped by those who are brave enough. Through our people, clients, and industry, we have the power to change minds, change tastes, and change hearts. We carry the power to change with us every day. Join us and we’ll lead the change together.