Since joining Canadian agency Rethink in 2012, Mike Dubrick and Joel Holtby have been responsible for much of the shop’s most memorable work, and built out a client roster that includes Ikea, Coors, WestJet and Kraft Heinz.

A tilted label on Heinz ketchup bottles finally answered the age-old questions of how exactly to hold the bottle to get the best pour. The bottles were available only in Canada, but the idea was a hit even south of the border. “Kawine & Dine,” a campaign to keep Toronto Raptors star Kawhi Leonard from leaving the town, spread to 700 businesses across the city. And “Pass the Bill” enabled Canadians to literally pass joints rolled in miniature versions of Bill C-45, which legalized marijuana.