Real Canadian Superstore | Stephie Coplan

Real Canadian Superstore
Truly Super

The New York Times

Ozy

Elle UK

The Times

These days, the word 'super' is recklessly bandied about to describe everything from slightly stickier glue to slightly larger sizes, and as you can see above, everyone's over it.

Part grocery store, part Wal-Mart, Real Canadian Superstore is a chain of stores in the bucolic Canadian prairie lands where everything is always the lowest price, guaranteed.

So we took a stand. Parodying "Morning in America," we made "Morning in Canada," encouraging society to return to the good old days when 'super' was reserved for things that were #TRULYSUPER. Like Real Canadian Superstore.

Agency

john st.

Credits

Cher Campbell, CD
Lia MacLeod, AD

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To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the world 'super.'