2025 Winner

In Quebec’s construction world, English and French mix to form a one-of-a-kind slang, where unique terms reflect the province’s distinct cultural blend. Except that these words don’t exist online. That is, until Rona stepped in. The brand launched “The DIYctionary,” a fully integrated platform that speaks Quebec’s renovation language. After conducting field research and collecting over 150 local expressions, Rona built a search engine that recognizes the hybrid terms, making it easier for users to find the right tools and materials (even if they don’t know the “official” product name). The campaign kicked off with a video celebrating the vocabulary, and customers were invited to add their own terms, turning the project into a user-driven resource.

Credits

Agency: Sid Lee
Executive creative director: Jean-François Dumais
Creative and innovation director : David Allard
Creative Director: David Lambert
Art Director: Félix-Antoine Brunet
Copywriter: Olivier Goulet-Lafond, Alexis Caron-Côté
Account Group Director: Thalie Poulin
Account Director: Sylvie Crête
Account Executive: Gabrielle Crépeau-Hubert
Strategy: Jean-Claude Kikongi, Sophie Gibeault
Executive Producer: Marie-Soleil Patry
Producer : Alexandra Michaud
Motion designer : Paul Gaspari, Noah Dauphinais
Editor : Daniel Daigle
Media relations manager : Pauline Lazarus

Client: RONA
Senior Director, Brand Marketing: Jacynthe Prince
Head, Brand Marketing, Advertising and Influence Marketing: Myriam Bernier
Specialist, Influencer Marketing and Social Media: Caroline Hurtubise