In the province of Quebec, Canada, most residential leases come to an end on July 1st. As a result, over 100k households pack their belongings and move into their homes on what Quebecers refer to as "Moving Day". Many advertisers run promotions before July 1st, but we saw an opportunity for The Brick–the largest furniture retailer in the country–to run ads after the big day, when people realized they'll need something to fit their space.
Recognition: 2023 Lürzer's Archive, 2x Advertising Club of Edmonton ACE Award
Research shows that shoppers find choosing a mattress is confusing because they all tend to look the same. So we launched a brand campaign for The Brick Mattress Store that reimagined the buying experience as a nightmare where only the savvy sales team could save the customer.
Role: ECD, CW. Creative Team: Pavan Meshram, Jed Pelesh, Kulvinder Roshan, Gord Montgomery
