Role:

Copywriter & Strategist

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Challenge:

In 2023, the holiday spirit collided with a brutal cost-of-living crisis. Canadians were walking a financial tightrope, forced to choose between groceries and gifting.

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Insight:
When money’s tight, humour travels further than a gift card.

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Idea:

A satirical yet functional platform that let users send a digital “GIF Basket" instead of a physical one. A cheeky workaround for a very real financial squeeze.

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Execution:

• Developed the brand voice at the intersection of frugal and funny.

• Wrote the site interface, social rollout, and product descriptions for digital baskets.

• Partnered with designers to curate a library of culturally relevant GIFs.

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Impact:

• Zero-budget project that earned national coverage.

• Thousands of baskets sent to "loved ones and landlords."

• Featured in Strategy’s Holiday Round-up and The Hustle.