We could all use some joy at the moment – so here’s a Covid-19 message that is bursting with it. The ad, actually a music video, is by Canadian agency, john st., for discount supermarket chain, no frills. It delivers all the Covid-19 warnings – stay 2 metres (or a grocery cart) apart, don’t overhandle produce, shop (or as no frills calls it, haul) only once a week, be patient in line, wash your hands and thank you, essential workers – but in a way that you can’t ignore and could only niggle you if you were a grinch. Importantly, its techno music video style appeals to younger audiences, who are more inclined to shrug off Covid-19 rules.
The accompanying music video, A Cart Apart, can be viewed on YouTube and across no frills’ social media channels now and will be available for streaming in the coming days on Spotify and iHeartRadio.
And, to put the cherry on top of this wonderful campaign, each time A Cart Apart, is streamed or downloaded, no frills will donate $1 to the President’s Choice Children’s Charity (to a maximum of $50,000), helping to reach vulnerable children with food during COVID-19 closures across Canada.
Credits
Agency: john st.
Chief Creative Officer: Angus Tucker
Executive Creative Director: Cher Campbell
Associate Creative Directors: Robbie Percy & Caroline Friesen
Designer: Hannah Lee
Executive Producer: Brittani Wilcox
Photography Producer: Andrew LaGrave
Business Lead: Lindsay Day
Account Executive: Kelly Brennan
Chief Strategy Officer: Megan Towers
Senior Strategist: Jay Fleming
Audio House: SNDWRx
Creative Director: Didier Tovel
Music Composer, Sound Design & Mixing Engineer: Didier Tovel
Additional Sound Design: Alex Gluch
Executive Producer: Alison Lawee
Post Production: The Vanity
VFX Artists: Sean Cochrane, Naveen Srivastava, Andrew Farlow & Kaelem Cahill
Executive Producer: Stephanie Pennington
Producer: Katie Methot
Photographer: James Michael Chiang
FUZE Producer: Nicole Gomez
Food Stylist: Claire Stubbs
Prop Stylist: Renee Drexler
Client: Loblaw Companies Limited
Brand: No Frills
SVP Marketing: Uwe Stueckmann
VP Marketing: Andy MacPherson
Director, Brand Marketing: Ashley McGill
Brand Manager: Naveet Nanwa
Director, External Communications: Aly Vitunski
PR Specialist: Jessica Gauci
