Lax-A Day

Since the beginning of the pandemic, our daily routine has been constantly disrupted. We needed to adapt our avenues of communication to reach our audience.

Seeing as how less people were on the street, we took the opportunity to look for them where we knew we’d find them, at home, in front of their screens. With a bit of humour and some wordplay, our Lax-A Day campaign was so successful that it was adapted in English for the other Canadian provinces.