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Creative

This Beautiful, Philosophical Ad Encourages Viewers to Eat Together

john st., Thu, Jan 03, 2019

President's Choice spot by john st. and Revolver Films' Reynald Gresset is voiced by the late philosopher Alan Watts

This Beautiful, Philosophical Ad Encourages Viewers to Eat Together

In time for setting intentions for the new year, President's Choice has launched the third iteration of the PC Eat Together movement, designed to inspire Canadians to spend more time eating together and less time engaged with individual screens. The campaign is based on relevant survey data that indicates that 92% of Canadians want to prioritise sharing a meal with loved ones, and one of the top 10 most common news year's resolutions is to spend more time with family and friends. 

Created by john st. and inspired by philosopher Alan Watts' The Dream of Life, the film follows people who are caught up in attempting to meet society's standards of living life to the fullest, utilising a barrage of imagery reminiscent of your average scroll through today’s social feeds and serving as the ultimate reminder that the greatest moments in life often take place around the table with family and friends. 

“The act of eating together is very simple, yet the positive impacts are significant,” says Uwe Stueckmann, senior vice president, marketing, Loblaw Companies Limited. “We know moments and memories are created while sharing meals together, conversations are created with our children, healthier meals are eaten, and we leave the table happier and more connected with the ones we love.”



With a limited-run in cinema, and airing December 31st during Dick Clark’s Rockin’ NYE special, the film is designed to influence New Year's resolution lists and encourage Canadians to Eat Together. The film is the first in a series of 2019 activities to support Eat Together; including high profile TV spots during The Super Bowl and Academy Awards, going offline with all brand social channels over Family Day Weekend, and more, leading up to the third annual Eat Together Day on June 14, 2019. New this year is the introduction of the PC Eat Together pledge (pc.ca/eattogether), where every time a Canadian commits to Eat Together, $1.00 will be donated to the PC Children's Charity to help children in need eat together with their friends and families.

With one in three Canadians spending more than four hours of their free time per day engaging with screens, and 43% spend less than one hour each day enjoying a meal with friends and family, the topic is a highly relevant one.

Featured Companies: Revolver Films

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Client

Advertiser: Loblaw Companies Limited

Brand: President’s Choice

Senior VP of Marketing: Uwe Stueckmann (Loblaw Companies Limited)

Post Production / VFX

VFX Supervisor: Naveen Srivastava

Post Production Company: The Vanity

Sound

Sound Company: Apollo

Creative Agency

Creative Agency: john st.

Executive Creative Director: Cher Campbell

Art Director: Dorota Pankowska

Copywriter: Kohl Forsberg

Producer: Monika Ghobrial

Planner: Megan Towers, Colin Carroll

Associate Creative Director: Kohl Forsberg

Account Management: Ryan O'Hagan, Caitlin Elliot, Claudia Buckler

Production Company

Director: Reynald Gresset

Production Company: Revolver Films

Executive Producer: Luc Frappier

DOP: Ross Giardina

Head of Production: Aimee DeParolis

Line Producer: Louis Saint-Calbre

Offline

Edit Company: Saints Editorial

Editor: Ross Birchall

Category: Convenience , Food

Genre: People , Scenic , Storytelling

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