Finalist
Bos

Henri Vézina   Fido   Familiprix   National Bank/Banque Nationale   Historia

FAMILIPRIX

In the fall of 2002, Familiprix was a mid-sized pharmacy chain in the shadow of much larger competitors Jean Coutu and Pharmaprix (Familiprix brand awareness was at 20%, compared with over 90% for Jean Coutu). Familiprix's goal was to make its brand a household name in order to add at least 20 more independent pharmacists into the Familiprix circle within 12 months - all on a media budget dwarfed by that of the competition.

Bos elected to focus on Familiprix's core business, non-prescription drugs and healthcare products, which account for 70% of the chain's sales, versus 30% for Jean Coutu. The creative focused simply on the occurrence and recurrence of the need for those products, humorously evoked by the quietly intrusive Familiprix Man, who simply exclaimed the advertiser's name whenever the need for a non-prescription product arose.

The absurd premise was thoroughly effective: Brand awareness rose dramatically to 52%, and the "Ah! Ha! Familiprix!" slogan became a pop-cult phenomenon while etching the brand's name in the minds of consumers. The idea won Bos the Campaign of the Year at Quebec's Publicité Club de Montréal Coq d'Or awards, and a Silver Lion at Cannes.

Television

Baby / Knife

Skateboard / Bedroom