Best Rethink Toronto Campaigns of All Time
Rethink Toronto has the peculiar distinction of being both a hometown favourite and an international export. They've spent years building a body of work that feels genuinely native to Canadian culture - dry, understated, quietly brave - while consistently landing on shortlists far beyond the 416 area code. If you want to see what happens when local specificity becomes a global asset, the work is below.
3 campaigns
Penguins International: Protest March of the Penguins
Penguins International turned a viral political blunder involving tariffs on uninhabited penguin islands into a global protest march, using the absurdity of the news cycle to drive awareness and record-breaking donations for endangered species.
Heinz - Ketchup Fraud
Heinz's 'Ketchup Fraud' campaign turned a widespread problem - restaurants refilling Heinz bottles with generic ketchup - into a powerful testament to its unmatched quality, by publicly exposing the fraud and enlisting consumers to demand the real deal, proving it truly has to be Heinz.
SickKids: Pain Squad App
The Pain Squad app transformed tedious pain reporting for young cancer patients at SickKids into an engaging police-themed game, complete with celebrity encouragement and rank progression, ensuring consistent data collection by making a difficult task fun and empowering.