The One Show
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Category
Craft / Writing - Single
Annual ID
OS22_RA036M
About the Work
Poutine is Canada’s national dish, a hot and hearty meal of potato fries and cheese curds smothered in rich beef gravy. It’s a staple of hard-working Canadians who need a filling meal to fuel their day, and it’s so popular that you can’t walk two blocks in a Canadian town or city without passing a Poutinerie.
Our client, New York Fries, is a fast food chain in Canada that specialises in fresh cut potato fries and also has a line of delicious Poutines. This is Canada after all. And when they launched a new large poutine, we tapped into the truth that if a regular poutine is designed to fuel your regular day, then an extra-large serving must really be designed for the biggest of days.
We wrote a radio campaign to reach Canadians at every point during their busy day, on the way to work, dropping off lumber, lugging the kids around, and wrote the spots to dramatise the kind of big days you’d need a bigger poutine for.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Juniper Park \ TBWA / Toronto
Music / Sound Production Company
Apollo Studios
Chief Creative Officer
Graham Lang
Executive Creative Director
Jenny Glover
Group Creative Director
Neil Walker-Wells
Agency Producer
Ashlie Luthra
Associate Creative Director
Tom Mednick
Engineer
Harry Knazan
Group Account Director
Jessica DeSantis
Senior Account Executive
Carlo Tan
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