Spell Codes

Digital Engagement Campaign

2025

Courage, Skip, ON
w: courageinc.com

Amidst a trade war, while every brand was eager to showcase its Canadian roots, we tapped into an insight that had been right under our noses for centuries but largely overlooked: our spelling. We transformed Canadian spellings into discount codes, incentivizing customers not just to shop locally but to spell locally as well. Initially, the discounts responded to Trump's call to merge Canada with the USA, but we then adapted the discount amounts to reflect any increases American tariffs.

Founder, Chief Creative Officer: Dhaval Bhatt, Joel Holtby
Partner, President: Niki Sahni
Partner, Chief Strategy Officer: Tom Kenny
Partner, EP: Clair Galea
Creative Director: Cindy Marie Navarro, Steve Ierullo, Hemal Dhanjee
Writer: Ethan Gans
Art Director: Marina Khouzam
Senior Social Media Manager: Oliver O'Brien
Executive Strategy Director: Rami Dudin
Managing Director: Saloni Wadehra
Account Supervisor: Emily Broad
Account Executive: Jordan McConnell
Senior Producer: Adriana Laborde
Producer: Veronica Coles
Junior Producer: Parker Wales
Editor, Motion Graphics Artist: Adrian Ryan
Editor, Motion Designer: Marcus Barrie
Client: SKIP
VP, Marketing: Rachel MacAdam
VP, Communications & Government Relations: Melanie Fatouros-Richardson
Creative Director: Phil Sylver
Director, Brand & Promotions: Amy Gaertner
Associate Director, Brand, Promotions and Sponsorships: Bethany Skelton
Marketing Lead: Alessia Budaci
Communications Manager: Emma Bowers
Social Media Manager: Avery Hoffman

Winning Entry: youtu.be/O8AQb-fA8ec