Description
President’s Choice food products have been staples in kitchens across Canada for over 40 years. Yet 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. And that world comes to life in epic fashion in its new campaign.
‘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.
Scored by an orchestral recreation of Blink 182’s ‘All the Small Things’, the campaign dramatizes the intricate efforts the brand makes to elevate everyday life for Canadians, from delivering groceries to delivering pharmacists’ advice.
“We’ve always believed in the potential of this family of brands and the challenge was bringing them together in a way that’s meaningful to the Canadian customer,” said Lindsay Cook, VP, Control Brand, Loyalty & Joe Fresh Marketing. “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.”
The campaign was conceived and developed by agency partner Zulu Alpha Kilo.
“In the real world, homes come in all shapes and sizes. Knowing PC is relevant to people from all walks of life, we literally opened up the notion of the home so that it became a collection of deconstructed spaces and moments that could feel relatable to everyone,” said Brian Murray, Chief Creative Officer at Zulu Alpha Kilo. “Working closely with the production team, we ensured each space was crafted to feel authentic while maintaining a polished, cinematic quality.”
The campaign is launching across digital and social platforms, including YouTube and Meta, as part of a fully integrated 360 initiative. It includes 12 short-form videos and four 30-second spots that will also run on television.
The films were directed by Henry Scholfield and produced by Spy Films. Post was handled by Nimiopere, Studio Feather, String and Tins, and Grayson Music.
This professional campaign titled 'Possible Lives Here' was published in Canada in September, 2025. It was created for the brand: President’s Choice, by ad agency: Zulu Alpha Kilo. This Film and Integrated media campaign is related to the Delivery Services industry and contains 1 media asset. It was submitted 2 months ago.
Credits
Client: President’s Choice, Loblaw
Agency: Zulu Alpha Kilo
Chief Creative Officer: Brian Murray, Jenny Glover
Creative Director / Art Director: Jacob Gawrysiak
Creative Director / Writer: George Ault
Clients: Mary MacIsaac, Lindsay Cook, Gemma Abela, Michelle Linker, Emily Robertson, Jessica Cook
Account Team: Alyssa Guttman, Jaya Rizzi, Madison Pineo, Nicole Pagano
Chief Strategy Officer: Maxine Thomas
Executive Director, Comms Planning & Technology: Sean Bell
Group Strategy Director: Sarah Yim
Senior Strategist: Jordan Alperin
Media Agency: Loblaw Media
Media Team: Sabrina LaRosa
Senior Broadcast Agency Producer: Revital Grunberg
Production House: Spy Films
Director: Henry Scholfield
Line Producer: Ash Lockmun
Producers: Leah Munro, Tyler Klementti
Executive Producers: Marcus Trulli, Eugene Marchio, Aasttha Khajuria
Director of Photography: Pat Aldinger
Production Designer: Mark Connell
Food Stylist: Nicole Young
Prague Service Company: Unit+Sofa
Executive Producers: Fady Salame, Martin Sobotka, Veronika Hájková
Producer: Veronika Hladová
Line Producer: Nikola Mohorita
Production Manager: Veronika Hánová
Production Coordinator: Kristyna Novotna
Editorial: Nimiopere
Lead Editor: Graham Chisholm
Executive Producer: Julie Axell
Assistant Editors: Mariana Rossi, Jack Considine
Post Production Company: Zulubot
Editor: Angela Young
Assistant Editor: Yuseon Yang
Senior Producer: Lena Hamady
Director of Post Production: Sarah Dayus
Colour Grading: Rascal Studio
Colourist: Tim Smith
Senior Producer, Colour: Jai Mhach Durban
VFX & Finishing: FEATHER
Creative Director, VFX Supervisor: Julian van Mil
Executive Producer: Emily Goldberg
Senior Producer: Sonia Ruffolo
Production Manager: Sofia Spagnuolo
Online Assistant: Huan le vu Cong
Head of VFX: Colin Cunningham
VFX Artists: Sergej Liamin, Diego Dutra, Mike Morley, Pradeepto Roy
CG: Karol Kisiel, Sean Douglas, Jamie Brennan, Greg Winhall
Music Company: String and Tins
Music Post Producers: Alina Miroshnichenko, Claire Toms
Music Supervisor: Matt Saunders-Davies
Music Arranger: Michele Deiana
Orchestrator: Simon Whiteside
Musician Fixer: Eleanor Cawser @ Isobel Griffiths
String Re-record Engineers: Adam Smyth, Livy Wicks
Mix Engineers: Adam Smyth, Michele Deiana
Audio House: Grayson Music
Voice/Vocalist Directors: Tyson Kuteyi, Mark Domitric
Sound Engineer: Vlad Nikolic
Sound Designer: Matt Fasullo
Senior Producer: Nicholas Shaw
Executive Producer: Kelly McCluskey
Vocalist: Donovan Woods
Music Company, Licencing: Selfsame Industries / The Silent Part
Music Supervisor: Beth Urdang
Music: All The Small Things
Writers: Travis Barker, Thomas Delonge, Mark Hoppus
Used by Permission of:
Sony Music Publishing (US) LLC
Kobalt Music Publishing Limited
Warner Chappell Music Canada Ltd. On behalf of Beat Poet Music
