No Frills - "No Frills - Haul or Nothing"

john st.

john st. Toronto, Canada

14524

Brand: No Frills
Country: Canada

Advertiser: No Frills

Title	No Frills - Haul or Nothing
Agency	john st.
Campaign	Aisles of Glory
Advertiser	No Frills
Brand	No Frills
Date of First Broadcast/Publication	2019 / 5
Business Sector	Retail, Distribution & Restaurants
Philosophy	Last year No Frills rebranded their customers as 'Haulers', shoppers who get a lot for a lot less. With a music video and clothing line, No Frills paid homage to their customers and brought to life just how badass saving on groceries can feel. This year, No Frills is celebrating their customers again by turning 'Hauling' into a sport. Much like the best athletes, haulers aren’t born, they’re made through mental and physical preparedness. They take pride in the haul. And every No Frills haul is a victory, one worthy of celebration. This year, No Frills is launching a new fully integrated Hauler campaign, centred around a 60-second film and online video game 'Hauler: Aisles of Glory'. The film pays respect to shoppers in a series of stylised vignettes that elevates them to the status of athletic heroes, showing customer dedication and showcasing their achievements. For the first time ever, shoppers can train for their next big haul with a gamified version of the in-store experience. In retro-style 'no frills' 8-bit animation, a player can choose one of five Hauler characters to run and jump throughout the store to collect fresh hauls, while avoiding expensive frills. The game concept brings the brand values to life in an addicting way and features real products like no name canned chick peas. The game is equipped with the original Hauler music, remixed to match the retro style of the game. The game is hosted on the NoFrills.ca website and playable on both mobile and desktop. For a hyperlocal experience, the game also pulls in players’ local No Frills store, which many shoppers know by name. For playing the game, customers can receive a maximum 500 PC Optimum points per day (the brand’s loyalty program), with the brand giving away 50 million in PC Optimum points. The brand also created a physical arcade unit that will be traveling around the country, details and dates to be announced soon.
Media Type	Television
Length	60 seconds
Production Company	Radke
Edit Company	Married to Giants
Game Creative + Development	Relish Interactive
Producer	Colin Marson
Associate Producer	Phil Leuenberger
Creative Director	Justin Sadler
Game Design	Aaron Worrall
Art Director	Alyssa Munaretto
Illustration & Animation	Jesse Millest
Game Developers	Rocco Briganti
Game Developers	Cody Chartrand
Web Developer	David Blonski
Dev Ops Lead	Rick Mason
Lead Tester	Damien Rochon
Arcade Unit Fabrication	wonderMakr
President & Chief Innovation Officer	Mark Stewart
Chief Creative Technologist	Garrett Reynolds
Manager, Creative Technology	Jonathan Warren
Creative Technologist	Alec Mulder
Director, Digital Development	Chris Fairhurst
Technical Producer	Al Macrae
Producer	Rasheed Hussain
Copywriter	Robbie Percy
Art Director	Caroline Friesen
Strategist	Megan Towers
Strategist	Mario Ramirez Reyes
Executive Creative Director	Cher Campbell
Chief Creative Officer	Angus Tucker
Account Service	Nick Pigott
Account Service	Lindsay Day
Account Service	Kelly Brennan
Head of Production	Aimee DeParolis
Executive Director, Design	Mooren Bofill
Producer	Summer Mitterhuber
Director of Creative Technology	Joshua Richards
Design Director	Jacqueline Lane
Designer	Ming Mikaeo
Executive Producer	Matthew DeWaal
Executive Producer	Scott Mackenzie
Executive Producer	tony dimarco
Director	Ian Schwartz
Director of Photography (DOP)	Albert Salas
Producer	Rob Jacklin
Editor	Graham Chisholm
Colourist	Clinton Homuth
Colourist	Artjail
VFX Supervisor	Sean Cochrane, The Vanity
Music Company	SNDWRX
Composer	Didier Tovel