NATIONAL ADVERTISING CHALLENGE // AD COMP
The National Advertising Challenge is a Canadian pay-to-play advertising competition. The prize?
A week-long hangover in Cannes.
Below is a submission that got me to the South of France. The others are fourth-place showings.
(I like to think they are, at least.)
Recognition —
National Advertising Challenge 2019 - Gold (Cashmere “Early Detection Pack”)
Early Detection Pack // Cashmere
The brief was to develop an idea for Cashmere bathroom tissue to promote their ongoing support of breast cancer research. We discovered a groundbreaking non-invasive cancer screening test that could identify breast cancer tumor biomarkers in urine. Naturally, we combined it with something women use every day: toilet paper.
Sure, toilet paper technology might need to catch up with our ambitious thinking, but it did earn us
an all-expenses-paid trip to Cannes.
Wash Protection // Woolite Detergent
The brief was to find a new way to show how Woolite helps protect your clothes from fading compared to other detergents.
As someone who’s done laundry before, I thought about the variable in the laundry equation: the washing machine. That angry
metal box that relentlessly beats up your clothes, causing them to wear and tear simply because that’s what it does.
Now, Woolite doesn’t just protect your clothes from fading. It quite literally “insures” them with a policy that remains active
as long as you keep buying Woolite.
The Sorry Sale // Air Canada
The brief was to persuade Americans to choose Air Canada over their U.S. counterparts when flying domestically. Coincidentally, this
brief emerged at a time when American airlines like Delta and United were, quite literally, killing dogs and mistreating passengers
quite regularly. Like, shockingly regularly.
So, we introduced the "Sorry Sale," a flight sale automatically triggered whenever a U.S. airline mistreated its passengers.
It was a reminder to Americans that there’s a nicer way to fly—at even nicer prices.
Donate The Pink Tax // Shoppers Drug Mart
The brief was to promote Love.You., an initiative by Shoppers Drug Mart, focused on supporting charities aligned with women’s health.
We noticed that women, on average, unfairly pay 7% more than men for products that have no discernible difference to justify
the increase. This is known as the Pink Tax.
To help Shoppers Drug Mart raise money for their affiliated charities, we asked men to pay an extra 7%—
to "Donate the Pink Tax" that women have been unfairly paying for decades.
CW: Tim Morrison AD: Michelle Orlandi