President’s Choice is a world of products that began with food and now includes pharmacy, beauty, apparel and financial services. For agency, Zulu Alpha Kilo, that translated to a world of possibilities and that is what the agency is communicating in its campaign, Possible Lives Here.
The proposition is housed in a mind-bending film that takes on the daily grind through three 30-second TV spots, supported by five 15-second digital spots that give an unexpected upswing to everyday lives. Ultimately, the campaign shows how President’s Choice’s connected products and services that help lighten the load for Canadians and make the everyday a little less everyday.
Possible Lives Here is built on feedback from over 1,500 consumer perspectives and 800 qualitative and quantitative research studies that showed Canadians are feeling overwhelmed by the daily grind – the constant juggling act of daily tasks such as commuting, grocery shopping, meal planning, and scheduling appointments.
“Listening to Canadians, we know that the PC brand offers reassurance,” stated Lindsay Cook, VP marketing – control brand, social media and loyalty marketing at President’s Choice parent, Loblaw Companies Limited. “We have a responsibility to over-deliver. Possible Lives Here unites all our offerings together for the first time to highlight their common motivation and define what it means for a product or service to be part of the PC offering; the desire to make the everyday, a little less every day.”
“As a legacy brand deeply rooted in Canadians’ everyday lives, it was crucial for us to connect meaningfully with their realities and understand how we can add value,” added Mary MacIsaac, SVP marketing and Loblaw brands at Loblaw Companies Limited. “This campaign taps into the heart of our PC mission – to support and elevate the everyday lives of Canadians in meaningful ways. It’s not about being loud but about championing and supporting Canadians in the moments that matter most to them.”
The full campaign covers TV, digital ads, social media and influencer relations.
Credits
Client: Loblaw Companies Limited [President’s Choice]
Client Team: Mary MacIsaac, Lindsay Cook, Gemma Abela, Michelle Linker, Emily Robertson
Agency: Zulu Alpha Kilo
Chief Creative Officer: Brian Murray, Jenny Glover
Chief Design Officer: Stephanie Yung
Creative Director & Art Director: Jacob Gawrysiak
Creative Director & Writer: George Ault
Art Director: Tanios Nims
Copywriter: Jay Bawar
Design Director & Designer: Dejan Djuric
Account Team: Jessica Hill, Lisa Walton-Rixon, Jaya Rizzi, Hayley Blackmore & Nicole Pagano
Chief Strategy Officer: Maxine Thomas
Group Strategy Director: Spencer MacEachern
Strategy Director: Meredith Ferguson
Media Agency: Loblaw Media
Media Team: Sabrina LaRosa, Cody Bullis
Senior Broadcast Agency Producer: Revital Grunberg

Production House: Spy Films
Director: Henry Scholfield
Line Producer: Ash Lockmun
Executive Producer: Marcus Trulli
Director of Photography: Benjamin Todd
Post Production Company: Zulubot
Editors: Sam Bould, Laura McMillan & Max Lawlor
Post Producer: Katie Oliver
Director of Post Production: Sarah Dayus
VFX & Colour Grading: Alter Ego
Colourist: Wade Odlum
Colour Assistant: Daniel Saavedra
On Set VFX Supervisor: Darren Achim
VFX Lead Artist: David Whiteson
VFX Artists: Eric Perrella, Saba Zahir, Alex Boothby, Mike Morey
VFX Assistant: Nupur Desai
Senior Motion Designer: Ian Flaig
Motion Designer: Luis Mejia
Senior Motion Designer: Rob Fisher
CG Supervisor: Leonardo Silva
CG Generalist: Benyee Xiong
Senior CG Generalist: Jerry Corda-Stanley
Senior Post Producer: Andrew Tavares
Executive Producer: Hilda Pereira
Audio Post Facility & Music House: OSO Audio
Creative Directors: Harry Knazan, Daenen Bramberger
Sound Design: Leo Hicks
Engineer: Omid Geadizadeh
Audio Producer: Jane Heath
Music: “Home” by Edward Sharpe and the Magnetic Zeros
Written by Jade Allyson Castrinos [BMI] & Alexander Ebert (BMI)