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Zulu Alpha Kilo home

We fought sameness by...
reframing how Canadians view President’s Choice.

Miniature nighttime urban scene with detailed room interiors, lit streetlights, and bustling activity.
President's Choice

Possible Lives Here

President’s Choice food products are staples in kitchens across Canada, but the private label is no longer defined by food alone. From healthcare to banking, today’s PC offers Canadians a world of products and services. Possible Lives Here unveils a fantastical neighbourhood of deconstructed homes where PC employees work behind the scenes to make everyday life a little easier for their customers.

officeToronto
discipline
  • Advertising
services
  • Brand Identity System
  • Integrated
  • OLV
  • OOH
A person is holding a smartphone displaying a grocery delivery app, showing a bag of kettle-cooked chips with an "Add to cart" button in a dimly lit room.
A man with a baby on his lap sits on a couch in a dimly lit living room, staring at an illuminated chicken rotisserie stand. The room is cluttered with toys, and the atmosphere feels cozy and whimsical.
A young woman sits on a box in a dimly lit, partially furnished room with scattered boxes. A man stands on a balcony with a blue light. The mood is reflective.
Chefs in a bustling kitchen are focused on preparing dishes with fresh ingredients. The atmosphere is lively and collaborative, showcasing culinary creativity.
A wooden table with carved initials "Eva ♥ Will." Three bowls of salad, two green napkins, and cutlery are neatly arranged, creating a cozy, intimate dining scene.
A vibrant, miniature cityscape with dollhouse-like rooms shows people cooking, dining, and socializing. The President’s Choice logo is prominently displayed.
A person is holding a smartphone displaying a grocery delivery app, showing a bag of kettle-cooked chips with an "Add to cart" button in a dimly lit room.
A man with a baby on his lap sits on a couch in a dimly lit living room, staring at an illuminated chicken rotisserie stand. The room is cluttered with toys, and the atmosphere feels cozy and whimsical.
A young woman sits on a box in a dimly lit, partially furnished room with scattered boxes. A man stands on a balcony with a blue light. The mood is reflective.
Chefs in a bustling kitchen are focused on preparing dishes with fresh ingredients. The atmosphere is lively and collaborative, showcasing culinary creativity.
A wooden table with carved initials "Eva ♥ Will." Three bowls of salad, two green napkins, and cutlery are neatly arranged, creating a cozy, intimate dining scene.
A vibrant, miniature cityscape with dollhouse-like rooms shows people cooking, dining, and socializing. The President’s Choice logo is prominently displayed.

Resituating the brand into the larger context of the home, as a symbol of all the core needs of daily life, gives Canadians a new way to think about PC

Lindsay Cook, VP, Control Brand, Loyalty & Joe Fresh Marketing

Want to fight sameness together?

let's dig in.

300 Kent Avenue, Suite 806

Brooklyn, NY 11249 United States

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+1 934 888 9858connect with us

240 Logan Ave

Toronto, ON M4M 2N3 Canada

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+1 416 777 9858connect with us

22 E 5th Ave, #400

Vancouver, BC V5T 1G8 Canada

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+1 604 395 9858connect with us