Dempster's: DIY sandwich

Research shows that men don’t make sandwiches, they build them. And they do so with a sense of pride and craftsmanship, no different than a skilled tradesman. With this in mind we created the DIY Sandwich campaign, a spoof on the ever so popular (and tacky) DIY renovation shows. We housed the video on a slick and responsive microsite ( and there’s even a contest on Instagram where all you have to do is build your own epic sandwich, take a pic of it, and hashtag it with #DIYSANDICH for a tasty $4000.

Advertising Agency: Cundari, Toronto, Canada
Art Director: Jason Lee
Copywriter: Francesco Grandi
Group Creative Directors: Mike Sipley, Cory Eisentraut
Chief Creative Officer: Andrew Simon
Agency Producer: Kasia Zeniuk
Director: Aleysa Young / Untitled Films
Editor: Chris Parkins / Rooster
Sound: Eggplant
Group Account Director: Kristen Vekteris
Account Supervisor: Filipe Da Luz
Account Coordinator: Henry Goodman

September 2013


ahrimanpob's picture
100 pencils

Hahahaha! I totally agree with the insight, great idea. And the assistant is quite easy on the eyes. The whole thing is well rounded.

kleenex's picture
41128 pencils

hahhahhahah loved it.

new_Ogilvy's picture
112 pencils


peshawa.sofi's picture
203 pencils

Funny but not yummy

adri10288's picture
337 pencils

Amazing insight. Now whenever I make a sandwich, I'm gonna picture doing it DIY style. Script was funny, but the execution (filming) wasn't perfect. Should've looked more delicious.

alexmancan101's picture
46 pencils


alexmancan101's picture
46 pencils

I thought Cundari was suppose to do good ads? Guess not.

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