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 | |
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 |