Loblaws 

 Loblaws 

Hoard Responsibly

​Brand: PC® Candy Cane Ice Cream

Agency: Angry Butterfly

Art Director: Emily Vilches

The Set-Up:
Mockumentaries transform niche obsessions into convincing arguments, wrapping absurdity in sincerity until you start to believe you need it too.

The Big Idea:
We follow Evan, a real-life PC® Candy Cane Ice Cream super fan, profiling his daily devotion complete with rituals, routines, and a seriousness that makes a holiday flavour feel like a cultural institution.