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Case Studies


Multicultural Excellence Awards

Coca-Cola’s Mission: To Reach a Multicultural Audience for Christmas

2 weeks ago

With more immigrants arriving each year in Canada, Coca-Cola Canada wanted to ensure that its holiday efforts were inclusive, celebrating different traditions beyond well-known TV commercials. In 2023, Coca-Cola wanted to share the message, “The world needs more Santas”; this message aimed to promote being kinder and more empathetic throughout the holidays.

Multicultural Excellence Awards

Easterseals Showed That “Disability is Not a Dirty Word” with This Inclusion-Focused Campaign

2 weeks ago

Easterseals brought some much-needed attention to the Disability Pride movement by creating a campaign that highlighted the lives of disabled people. Crucially, the campaign creative was developed with consultation from people with disabilities.

Multicultural Excellence Awards

How Max Used Drag to Promote House of the Dragon

2 weeks ago

With its “House of Drag” activation, Max worked with RQ Media Group to create an LGBTQ+ focused watch party for the season two premier of the platform’s popular TV series, House of the Dragon.

Knowledge Partners


Knowledge Partners

Harnessing the Power of Rituals

1 month ago

MSQ and Warc Advisory conducted a study on consumers’ rituals, and how brands can leverage them to deepen customer relationships.

Knowledge Partners

From Roar to Whimper: How Modern Branding Tamed the Jaguar

by Nataly Kelly, 1 month ago

The jaguar we once knew has officially been muffled. In the name of modernism, brands are scrapping the distinctive assets that once made consumers fall in love, replacing them with drab, minimalist fonts and soulless designs. Jaguar’s new logo is the latest casualty — a rebrand with aspirations but no clear link to its roots.