These days, the word 'super' is recklessly bandied about to describe everything from slightly stickier glue to slightly larger sizes.
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Part grocery store, part Wal-Mart, Real Canadian Superstore is a chain in the bucolic Canadian prairie lands where everything is always the lowest price, guaranteed. 
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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.

Did we win awards? No. Get a retweet from Justin Bieber? Also no. But we sure had fun! Here are some insane things we made: 
🍎  a complete timeline of the history of the word 'super,' starting from 1590 
🍎  a brand guidelines book for corporate and store employees written like a history textbook 
🍎  an 's-word' swear jar 
🍎  a dry-erase calendar that helped store managers keep track of how many days it had been since 'super' had been used incorrectly 
🍎  an open letter from the brand published in local newspapers around Canada 
🍎  the first chapter of the novel "Tender Are The Tongs" from our :30 TV spot, available as a free download on the brand's website as an Easter egg