Your Inner Hero

The mission: reward customers with exclusive Marvel trading cards for every $25 spent across Loblaws' vast network of stores, from No Frills to Shoppers Drug Mart.

But this wasn't just about cards. The campaign featured in-store events, cosplay contests, Marvel-themed scavenger hunts, and a grand prize trip to the global premiere of Captain America: Brave New World. With 90 collectible character and badge cards to collect, the promotion transformed routine grocery runs into something kids and collectors could get excited about.

To introduce the "Loblaw Universe" to Canadians, we created a broadcast spot that premiered during the Eurocup Finals—a moment when millions of families were already gathered around their screens. The challenge was clear: how do you make grocery shopping feel like an adventure?

As director and editor, I leaned into the cosmic energy of Marvel's superhero universe while keeping the message grounded in something real—gratitude. As Mary MacIsaac, SVP of Marketing at Loblaw, put it: "We're always looking for new and exciting ways to show our gratitude to Canadians, and what better way to do that than with Marvel?"

The result was a high-energy anthem that brought superheroes to the checkout aisle—and proved that even the most everyday experiences can feel epic with the right creative vision.