Bagged Evidence turned real grocery delivery frustrations into a true crime inspired campaign built around three simple reasons to choose Voilà. I led the creative direction across strategy, concept, storytelling, agencies, production and final execution.
Role
Creative Lead + Art Director
Team
- Voilà Creative Team
- Sid Lee
- Les Enfants
- BAZ (Laurence Morais-Lagacé)
- UM
- M&H
Deliverables
- 3 × 30s videos + 15s cutdowns
- OOH / DOOH
- Paid Ads
01
The Context
The campaign started as a mid to lower funnel initiative: turn strong Voilà awareness into trial among high intent grocery delivery shoppers in Ontario and Québec.
Awareness was strong. Consideration was stalled. 68% of non-delivery shoppers share one of three primary barriers.
Quality
Doubt about what actually shows up at the door.
Price
Delivery feels more expensive than shopping in store.
Hidden fees
The final total never matches the expected one.
02
The Opportunity
Everyone already has a grocery deliveryhorror story.
True crime was already part of how this audience watches things. So instead of talking about competitor problems, we treated them like crimes and gave people a familiar format they would actually want to watch.
03
The Strategy
Three episodes. Three competitor horror stories.Three reasons to choose Voilà.
One story, one barrier
Each episode takes on one specific grocery delivery problem.
True crime language
The codes of true crime make ridiculous situations feel completely serious.
Making the switch
Every story starts with the problem and ends with Voilà as the simple answer.
The videos were built like short true crime documentaries: testimony, reenactments, evidence and tension, with the humour coming from the gap between how serious the format is and how absurd the situation gets.
04
The Approach
Believable first. Funny second.
Each episode got its own flavour while staying inside one visual language.
Testimony
Grounded and controlled. Shot straight, played straight.
Reenactment
Cinematic, dramatic, deliberately overplayed.
Mixed media
Security footage, doorbell cams, bodycams and evidence photos for texture.
05
The Leadership
Leading the campaign meant keeping the creative thread clear as the idea moved from strategy into production. That meant working across Voilà, Sid Lee, Les Enfants, UM, M&H and the creative team, while navigating director selection, casting, approvals, production and the needs of both markets.
My role was to keep the teams aligned without taking away their point of view. I helped shape the direction, challenged the work when needed, found solutions when things got stuck and gave the agencies space to bring their own vision to the idea. I also led the Voilà creative team through production, helping carry the work from the initial direction to the final execution.
Process material from direction through production
06
The Campaign
Three episodes. Three competitor crimes. Three reasons to choose Voilà.
Each video turns a real delivery frustration into a true crime story, highlighting one reason to choose Voilà and driving shoppers from awareness to trial.
Episode 01
Feasting on Fees
A grocery order spirals when hidden fees keep appearing on the final bill. What starts as a normal delivery turns into a full investigation before Voilà removes the problem.
- The problem
- Fees show up late, and the total stops making sense.
- How it unfolds
- The receipt becomes the evidence. Each new line item raises the stakes until the case is impossible to ignore.
- The Solution
- Voilà shows the real price up front. No hidden fees.
07
From Video to Static
How do you take a campaign built on pacing, reveals and storytelling and make it land in one frame?
Competitors
What raises questions.
Voilà
What leaves none.
The statics carried the same RTBs as the films: delivery service, freshness and shelf life guarantee, and no hidden fees. Without the film to build the story, every execution had to stop people on its own, using unexpected pairings, wordplay and sharp copy to make them look twice. The messaging wasn’t one-size-fits-all or a direct translation. Each market needed its own tone of voice, with Québec French rebuilt to feel culturally natural, playful and surprising while keeping the same idea and impact.
08
Extending the Story
We partnered with UM so the campaign showed up where it mattered and reached the right audiences on each platform. Same idea, shaped for each environment.
Paused-state placements built from the evidence board
Digital audio and streaming
09
The Result
Bagged Evidence gave Voilà a new way to make product benefits feel relevant, entertaining and memorable. The idea grew beyond its original lower-funnel brief to become the brand’s main campaign of the fiscal year, extending across video, OOH, DOOH, social and paid media.