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NO FRILLS
HAULIN' STATE OF MIND
2021 Canadian Marketing Awards | Bronze
2021 Marketing Awards | Bronze
2021 Advertising & Design Club of Canada | The Michael O'Reilly Award: Best Copywriting (Digital)
2021 Advertising & Design Club of Canada | Bronze
"The Tonight Show Starring Jimmy Fallon" (June 7, 2021)
Entertainment Tonight Canada
The Toronto Sun
Muse by Clio
Ad Age (Editor's Pick)
IDEA
No Frills is a downmarket grocery store chain in Canada, like Aldi's in the States.
The brand had borrowed its design aesthetic from the world of hip-hop albums and music videos but hadn't actually released any music. I decided that had to change.
So I wrote, recorded, played, sang, produced, mixed, and mastered 11 demos. It was my last project before I left my agency and I didn't know if it would ever see the light of day. But it did—a year and a half later.
Even though only one of my songs ended up on the final album, I'm including the other campaign assets that were created without me for context.
CASE STUDY
FILM
PRESS
THE ALBUM & MY DEMOS
CREDITS
Agency: john st.
ECD: Cher Campbell
ACD/AD: Caroline Friesen
ACD/Writer: Robbie Percy
Design: Hannah Lee
Audio: SNDWRX
Composer: Didier Tovel
and many more
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