To turn fans of the 2024 Summer Olympic Games into participants versus just passive viewers, we created the Cheerios Summer Games. We introduced Canadians to five games – such as the Cheerios Lung Power Challenge and the Cheerios Relay Race – inspired by five sponsored athletes and their sports, all using Cheerios. Promoted using influencers and media relations, families across the country were inspired to get into the Team Canada Spirit.

To propel Saintly to the top spot in VQA Rosé sales, we took the rinse and repeat format out of wine samplings. By transforming a laundromat into a pinked-out party venue for wine tasting and selfie taking over Rosé Day weekend, we turned the ordinary into the extraordinary.

Pharmacies are more than dispensaries and pharmacists are more than pill counters. When Rexall launched its first pharmacy-led clinics (PLCs), it needed to differentiate them from other pharmacy clinics in Canada. Which we helped Rexall do, by leaning into its role as a provider of care — not just convenience. From inclusive in-store communications to pharmacist recruitment, strategic influencer partnerships and executive thought leadership, we’ve helped Rexall take a holistic approach to telling its story: that Rexall pharmacists have a critical role to play in caring for Canada's health, one person at a time.

We rustled up The Lone River Ranger, a personification of the honest and straightforward ingredients in Ranch Water and River Rita ready-to-drink cocktails. We collaborated with Bowmanizer, a creator who perfectly embodied the Lone Rive Ranger to share his modern take on country-style wisdom to provide honest solutions to Gen Z’s pressing first world problems, cutting through the BS in a way that only a true cowboy can.

When Starbucks launched its Premium Select Collection to grocery stores, they wanted to make this whole-bean coffee the first choice for at-home brewing. To drive awareness we created the Bean n’ Brew, a 3-day immersive and educational pop-up in a Toronto home where guests from the target Millennial demographic could sample flavours and experience the new offering through their five senses.

Pre-exposure prophylaxis (or PrEP) reduces the chances of getting HIV by 99%, but awareness of PrEP brand choice is low. Due to strict advertising standards, Gilead needed us to spread the word, without saying the (brand) words. So, we put PrEP choice on the tips of tongues at Toronto Pride — with free popsicles, where everything from the popsicle cart to the wrapper to the stick delivered the message.

To introduce Guinness 0 Non-Alcoholic Draught, we showed Canadian Guinness fans that they could experience the taste they love without the alcohol. And when a French label was misprinted? We found a way to own the mistake while strategically keeping the focus on the product: with a cheeky proactive social post about how the beer contains 0% alcohol, so our error couldn’t be blamed on consumption. Épelez de manière responsable! Spell Responsibly!

Without an informed perspective to contextualize them, hot topics (like AI’s impact on work, emerging cyber security risks, the growth of the cannabis industry, and the impact of the federal budget on household spending) are nothing more than juicy headlines. EY’s senior leadership team has deep and diversified expertise on today’s most pressing subjects. By continually connecting EY’s bold, precise, and insightful POVs with leading media outlets, we’ve cemented — and helped expand — EY’s reputation as a company of trusted thought leaders and problem solvers.

How do you showcase a shoe designed for bold street style? You make the streets its runway. To show off the Nike Air VaporMax, we turned store windows on Toronto’s style-savvy Queen Street West into shoppable installations that disrupted our audience both physically and digitally.