Zulu Alpha Kilo and President’s Choice present a fantastical view of how easy life can be with the private label providing whatever Canadians need – especially now that it is no longer confined to food.

The campaign, Possible lives here, reveals a surreal neighbourhood of deconstructed homes where PC employees work behind the scenes to make everyday life a little easier for their customers, with an orchestral recreation of Blink 182’s, All the Small Things, underlining the message.

“We’ve always believed in the potential of this family of brands and the challenge was bringing them together in a way that’s meaningful to the Canadian customer,” stated Lindsay Cook, VP, control brand, loyalty & Joe fresh marketing. “Re-situating the brand into the larger context of the home, as a symbol of all the core needs of daily life, gives Canadians a new way to think about PC.”

“In the real world, homes come in all shapes and sizes. Knowing PC is relevant to people from all walks of life, we literally opened up the notion of the home so that it became a collection of deconstructed spaces and moments that could feel relatable to everyone,” added Brian Murray, chief creative officer at Zulu Alpha Kilo. “Working closely with the production team, we ensured each space was crafted to feel authentic while maintaining a polished, cinematic quality.”

The campaign film is running digital and social platforms, including YouTube and Meta, with 12 short-form videos and four 30-second spots that will also run on television.

The films were directed by Henry Scholfield and produced by Spy Films. Post was handled by Nimiopere, Studio Feather, String and Tins, and Grayson Music.

Credits
Client: Loblaw [President’s Choice]
Client Team: Mary MacIsaac, Lindsay Cook, Gemma Abela, Michelle Linker, Emily Robertson, Jessica Cook

Agency: Zulu Alpha Kilo
Chief Creative Officers: Brian Murray, Jenny Glover
Creative Director & Art Director: Jacob Gawrysiak
Creative Director & Writer: George Ault
Account Team: Alyssa Guttman, Jaya Rizzi, Madison Pineo, Nicole Pagano
Chief Strategy Officer: Maxine Thomas
Executive Director, Comms Planning & Technology: Sean Bell
Group Strategy Director: Sarah Yim
Senior Strategist: Jordan Alperin
Senior Broadcast Agency Producer: Revital Grunberg

Media Agency: Loblaw Media
Media Team: Sabrina LaRosa

Production House: Spy Films

Director: Henry Scholfield
Line Producer: Ash Lockmun
Producers: Leah Munro, Tyler Klementti
Executive Producers: Marcus Trulli, Eugene Marchio, Aasttha Khajuria
Director of Photography: Pat Aldinger
Production Designer: Mark Connell
Food Stylist: Nicole Young

Prague Service Company: Unit+Sofa
Executive Producers: Fady Salame, Martin Sobotka, Veronika Hájková
Producer: Veronika Hladová
Line Producer: Nikola Mohorita
Production Manager: Veronika Hánová
Production Coordinator: Kristyna Novotna

Editorial: Nimiopere
Lead Editor: Graham Chisholm
Executive Producer: Julie Axell
Assistant Editors: Mariana Rossi, Jack Considine

Post Production Company: Zulubot
Editor: Angela Young
Assistant Editor: Yuseon Yang
Senior Producer: Lena Hamady
Director of Post Production: Sarah Dayus

Colour Grading: Rascal Studio
Colourist: Tim Smith
Senior Producer, Colour: Jai Mhach Durban

VFX & Finishing: FEATHER
Creative Director, VFX Supervisor: Julian van Mil
Executive Producer: Emily Goldberg
Senior Producer: Sonia Ruffolo
Production Manager – Sofia Spagnuolo
Online Assistant: Huan le vu Cong
Head of VFX – Colin Cunningham

Music Company: String and Tins
Audio House: Grayson Music 
Music Company, Licensing: Selfsame Industries / The Silent Part
Music: All The Small Things
Used by Permission of: Sony Music Publishing (US) LLC, Kobalt Music Publishing Limited, Warner Chappell Music Canada Ltd. On behalf of Beat Poet Music