2019 Winner

Fountain Tire


FCB Canada

SilverConnection Strategy

The commercial trucking segment is a crucial vertical to Fountain Tire’s business. However, fleet owners view tires as a costly expense and end up having a transactional relationship with the retailer. Fountain Tire wanted to show that it wasn’t just a vendor, but an invested partner.

To help reduce the cost of downtime (a commercial fleet’s most expensive problem), the brand and FCB created a drive-thru that truckers could “Truck-Thru” instead of having to leave their vehicles.

The 20-foot stall was constructed exclusively for fleets, serving them free coffee and snacks. The Silver-winning Connection Strategy entailed highway ads, announcements on truckers’ CB radio, and pamphlets were given out at nearby rest-stops to target the hard-to-reach audience.


Nancy Crimi-Lamanna – Chief Creative Officer
Jeff Hilts – Chief Creative Officer
Matt Antonello – Group Creative Director
Noel Fenn – Group Creative Director
Shannon McCarroll – Copywriter
Tayler-Lee Resar-Teese – Art Director
Mark Mason – Art Director
Christine Michalejko – Producer
John Pace – Group Account Director
Chris Flynn – Account Executive
Adrian Bailon – Project Manager
Shelley Brown – Chief Strategy Office
Eryn LeMesurier – Planning Director
Chris Perron – VP Managing Director

Anthill Films (Production House):
Scott Jewett – Line Producer
Ian Dunn – Partner, Executive Producer
Jason Manning – Director of Photography
Zach Rampen – Camera Operator

Offline/ Editorial:
John Evans – Editor, Freelance, The Editorial Factory

Online/ Transfer: Sim Post
Alex D’Avolio – Producer
James Murdy – Sales Director

Vapor RMW:
Ted Rosnick – Director
Ryan Chalmers – Engineer
Kat Stewart - Producer

FUEL Content:
Bruce Ellis – Print Producer

Guru Media

Covalent Communications

For submission inquiries, please contact Clare O'Brien at cobrien@brunico.com.
For partnership inquiries, please contact Neil Ewen at newen@brunico.com.