Nominees / Sloche from Canada
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by DentsuBos (Canada)

Sloche is a frozen treat manufactured and sold by Couche-Tard handy stores and very popular among the 10- to 13-year-old segment. For the 12th spring, Sloche has plumbed the murky depths of pubescent humour to come up with a campaign introducing a new flavour: Crème à barbe (“Shaving Cream”) that combines simple snack bars with the accoutrements of the barbershop. The microsite launched for that period invited young consumers of Crème à barbe to participate in a championship wherein they’d create bearded avatars who’d devour the beards of their opponent avatars. A mobile version allowed kids to follow the contest wherever they happened to be.

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