President’s Choice Unveils Seamless World of Possibility with 'Possible Lives Here'

​President’s Choice food products have been staples in kitchens across Canada for over 40 years. Yet the private label is no longer defined by food alone. From healthcare to banking, today’s PC offers Canadians a world of products and services. And that world comes to life in epic fashion in its new campaign.

‘Possible lives here’ unveils a fantastical neighbourhood of deconstructed homes where PC employees work behind the scenes to make everyday life a little easier for their customers.

Scored by an orchestral recreation of Blink 182’s ‘All the Small Things’, the campaign dramatises the intricate efforts the brand makes to elevate everyday life for Canadians, from delivering groceries to delivering pharmacists’ advice.

“We’ve always believed in the potential of this family of brands and the challenge was bringing them together in a way that’s meaningful to the Canadian customer,” said Lindsay Cook, VP, control brand, loyalty and Joe Fresh Marketing. “Resituating the brand into the larger context of the home, as a symbol of all the core needs of daily life, gives Canadians a new way to think about PC.”

The campaign was conceived and developed by agency partner Zulu Alpha Kilo.

“In the real world, homes come in all shapes and sizes. Knowing PC is relevant to people from all walks of life, we literally opened up the notion of the home so that it became a collection of deconstructed spaces and moments that could feel relatable to everyone,” said Brian Murray, chief creative officer at Zulu Alpha Kilo. “Working closely with the production team, we ensured each space was crafted to feel authentic while maintaining a polished, cinematic quality.”

The campaign is launching across digital and social platforms, including YouTube and Meta, as part of a fully integrated 360 initiative. It includes 12 short-form videos and four 30-second spots that will also run on television.

The films were directed by Henry Scholfield and produced by Spy Films. Post was handled by Nimiopere, Studio Feather, String and Tins, and Grayson Music.