The Naughty or Nice List campaign was the winter iteration of The To 'Do List, a biannual collaboration between Unilever and Shoppers Drug Mart. The final wave included an in-store end cap, online and magazine advertising with Shoppers Drug Mart, shelf flags, and microsite that was updated weekly.
A responsive microsite, utilizing SVG images where available, was created to allow users to sort styles by Naughty or Nice looks. Custom videos were created by popular Canadian social personalities for the campaign. The duality was further emphasized on a takeover of FashionMagazine.com that yielded an above average CTR of 0.14%.