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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)
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.
THE ALBUM & MY DEMOS
Agency: john st.
ECD: Cher Campbell
ACD/AD: Caroline Friesen
ACD/Writer: Robbie Percy
Design: Hannah Lee
Composer: Didier Tovel
and many more
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