In the heart of downtown Toronto lies the ever expanding Dundas Square, Canada’s answer to New York’s Times Square. In this popular location we posted a large backlit board with an eye catching execution of a man suffering from a bad headache. To emphasize his pain, a large wrecking ball, suspended from a 3D crane above the board, has smashed through, and stuck in the man’s forehead.
In 2025 it was honoured by the American Marketing Association as one of the Top 19 most iconic ads of all time across all media.
Awards: Cannes Lions, Clios, Marketing Awards, Advertising & Design Club of Canada, Applied Arts Advertising Annual
In 2025 it was honoured by the American Marketing Association as one of the Top 19 most iconic ads of all time across all media.
Awards: Cannes Lions, Clios, Marketing Awards, Advertising & Design Club of Canada, Applied Arts Advertising Annual
Press: Ad Age, Art Sheep, Be Amazed, Best Ads on TV, Canva, eBaum's World, Hubspot, LBBO, LinkedIn, The Observer, Tech News
The campaign continued using strategically placed staples in wild postings and magazines.
The "making-of" video
Role: GCD / AD. Colin Winn: GCD / CW
