#haulers: the mixtape
No Frills is a budget grocery store chain across Canada.
In 2018, their iconic #HAULERS campaign swept the nation and won the hearts of soccer moms and hypebeasts alike. We rebranded not the store, but their customers — with Nike-esque films, a Yeezy-ish apparel line that sold out immediately, and an old school video game that went viral. My contribution to the campaign was a full-length album to be played in stores. In true No Frills style, I kept it as cheap and cheerful as possible by creating the entire thing without the help of an audio house. The writing, composing, performing, recording, producing, mixing, and mastering was done entirely by me.
#HAULERS was named 2018's Campaign of the Year in Canada, graced the cover of Strategy Magazine (Canada's version of AdWeek), won a Graphite D&AD, and has become a great example of a brand transformation success story.
So please, without further ado, crank up the volume and bump these sick, lit, fire bangers.