Fido20 Years Anniversary Campaign

Art Direction, and Concept development for Fido’s 20ᵗʰ anniversary Campaign, executed alongside a broader brand platform transformation for this historic Canadian telco.

Centred around the brand’s mascot, Squat the Jack Russell, the TV ad celebrated the milestone with humour, charm, and a distinctly human tone. The campaign extended across a Canada-wide airstream tour, digital, social, print, OOH, and in-store activations, while a 20-day online music hub in partnership with Spotify brought exclusive artist content to fans nationwide.

By connecting the anniversary story with lifestyle and cultural touchpoints, the Campaign refreshed brand perception, strengthened loyalty among long-time customers, and generated heightened engagement across multiple channels, reinforcing Fido’s relevance as a playful, culturally attuned telecom brand.