Opportunity: Queen St Bakery (QSB), a gluten-free bread company, hired us to create a campaign featuring Canadian pole vaulter Alysha Newman as the talent. Idea: After struggling to connect Alysha and the bread strategically, we decided to forget the ad and spend some time hanging out. And that's when the penny dropped, Alysha always told it like it is. Simply put, Alysha's at her best when she gives honest hot takes. Just like QSB.