C O U R A G E B Y T H E N U M B E R S
$20,000,000
Just in its second year Courage has grown into a 20 million dollar agency. That’s a staggering 80% growth YOY, with a net revenue lift of $6,775,249.12 in 2024. Yes, we count right down to the cents.
17 BRANDS
Right out of the gate Courage pulled the unthinkable winning one of the top 5 financial institutions in Canada, CIBC.
This has been followed by more blue chip global brands like KFC, Nescafe, Taco Bell and Skip choosing Courage. With 17 brands and counting, mostly won by the way of organic growth, Courage proves that creativity is the ultimate business driver.
C L I E N T L O S S E S
0, ZIP, NADA, NONE.
We have not lost a single client since our founding in 2022. Not one.
T H E P E O P L E
COURAGEOUS HUMANS
(office 🐶s not included )
Courage’s heart is those who chose it. With the simple promise of a place that’s built to help people and brands find their courage, we’ve managed to attract some of the most diverse and bright minds in our business. People who’s very act of taking a leap from senior roles at multinational agencies to join an independent agency in its second year defines courage.
SIX KEY HIRES & PROMOTIONS
Saloni Wadehra
Managing Director
Jesse Wilks
Creative Director
Gerardo Agbuya
Creative Director
Matt Miller
ACD
Tommy Yong
ACD
Marcus Barrie
Editor
R E C O G N I T I O N
ADWEEK Breakthrough agency of the year, Silver.
Top 20 Independent Agency at Cannes in year two.
#1 Most Effective Agency in Canada at the Effies.
AdAge International Small Agency of the year, Silver.
ADWEEK CREATIVE 100, Matt Miller & Tommy Yong.
“Courage’s Matt Miller and Tommy Yong make ADWEEK’s top 100”
“KFC Canada launches Bolo Time by Courage”
“Cannes Lions 2024: Canadian Lions Winners”
“How Superstitions led to another successful campaign for KFC”
“Courage’s Rami Dudin on the immortality of big ideas”
“Courage strengthens production arm with key hires”
“Courage finds success by taking big swings.”
“The "Invisible Cookbook" campaign by Courage tackles food waste”
“Nestle expands its AOR relationship with Courage”
C A S E S
For 85 years, KitKat has encouraged people to "Have A Break". So, we decided to connect one of the oldest taglines to the latest in tech - AI. In a groundbreaking campaign, KitKat showcased how prompting AI to take a break enhances response accuracy. The campaign creatively reinforced KitKat's iconic tagline and delivered incredible results for very little spend - 80 million organic impressions and a 2.5x increase in media ROI.
KFC wanted to appeal to Gen-Z through their love of basketball. Only problem? KFC didn’t have an official NBA sponsorship. So, we hacked it with a simple observation - from free throw lines to post dunk cellies, finger licking happens a lot in basketball. Naturally, KFC jumped in by sending the Colonel to an NBA game and offering an open endorsement deal to athletes of all levels for licking their fingers. Result? KFC became the top brand associated with basketball, overtaking the official QSR sponsor of the NBA, McDonald’s.
“One, two, three... Cancun!" - a legendary chant that signifies the fate of the losing team. Fast forward 25 years, and Courage Inc. scores a slam dunk when they tapped into the NBA spirit with Skyscanner during the 2024 Playoffs. A bold billboard outside the Crypto.com Arena trolled the likely losers to promote their flights to Cancun, driving over a billion organic impressions in less than 24 hours.
In a refreshing twist on the classic pregnancy handbook, Courage teamed up with North York General Hospital to craft a modern guide that speaks to today’s parents. Packed with real insights and expert advice, this delightful book brings humor and honesty to the surprises that await on your journey to parenthood.
Everybody knows Taco Bell hits the spot late at night. But with the new Cantina Chicken launch, Taco Bell wanted to tell people that it was just as awesome for lunch. So, we got people to convert their late night receipts into day time eats with a little help from Jason Sudeikis.
When KFC Canada announced extended late-night hours at all locations, we made sure no one missed out on those late-night munchies. Introducing the KFClock — a bespoke dial that showcases each spot's hours using the Colonel’s iconic bow tie. Late-night sales surged by +2.7%, demonstrating a staggering 117% lift over daytime sales.
Every July 1 is moving day in Quebec, with over 200,000 Quebecers moving the same day. But KFC is not on the menu. However, lots of finger injuries are. So KFC created the Finger Lickin’ Injury claims allowing people to claim finger licking good chicken for their injured fingers. With over 12,000 submissions, sales rose 12% over July, delivering one of the best months in Quebec, ever.
Nescafe is perfect at 80°C, not 100°C. This simple discovery was at the heart of a beautiful global sustainability campaign that encourages people to turn down the heat. Because with 5700 cups enjoyed every second globally, even small actions have a big impact.
"The World is Your Oyster" is a celebration of all the different joys of travel, told through oysters. The campaign film follows different travellers as they experience oysters around the world in every way possible—from trying a grandma's family recipe in Greece to shopping for pearls in Dubai to marvelling at Johannes Vermeer's Girl with the Pearl Earring in a museum. The OOH features iconic travel landmarks beautifully rendered within oyster shells.
Toronto’s New Ho King became an unexpected star in the hip-hop scene when Kendrick Lamar called it out in a diss track aimed at Drake. We seized the moment and dove head first into the rap rivalry and partnered with Skip to launch a 50% discount with the code “6GOD”, igniting a surge of orders, five-star reviews and the restaurant turning off UBER and Doordash deliveries for weeks.
Hockey is a sport steeped in superstitions. So when the Edmonton Oilers advanced to the NHL Finals for the first time in decades, official sponsor KFC turned back the clock with a superstition of their own. KFC transported the brand back to 1990 - the last year the Oilers won the Stanley Cup. The campaign not only made KFC the most talked about brand of the NHL Finals, during this campaign period Alberta experienced its highest sales month on record.
From Jeter to Jordan, when top male athletes retire, they are given a hero’s sendoff. But not female athletes. So, when CIBC brand ambassador and soccer legend Christine Sinclair retired after scoring more international goals than any player alive (male or female), we invited 190 girls to share their goals with Sinclair, one for every goal she scored.
