In 2025, Innis & Gunn marked its 20th anniversary in Canada. To commemorate the milestone, YBIMC produced a special campaign with the brand: Celebrating The Originals, a tribute to the food and drink pioneers who have helped shape Toronto’s culinary landscape.
In collaboration with Canadian artist Jacqueline Poirier (The Crazy Plate Lady), YBIMC brought each honouree’s story to life through hand-painted portraits, reproduced on personalized Innis & Gunn Original cans. Each portrait became a distinct expression of originality—reflecting the creativity and influence of the individuals behind them.
To bring the program together, YBIMC developed bespoke messaging across six can designs, commissioned original artwork, produced framed presentation pieces designed to foster one-on-one moments with each recipient, and captured photography for press usage and the brand's global social media channels. The rollout was supported by a press release and targeted mailer kits.
This relationship-driven initiative resonated with participants and media alike—an authentic acknowledgement of the true originals who continue to shape Toronto’s food and beverage culture.
