The back-to-school season is a battleground for attention. Instead of shouting about our deals, we chose to celebrate the everyday heroes.

The shift from vacation mode to everyday chaos can be brutal. Especially for parents — where just getting the kids out the door becomes a fight against the clock. Or, in our case, like trying to get a baby sloth ready for daycare.

To bring the story to life, we teamed up with our friends at Swiss Animations to introduce a mini-sloth, bringing both cuteness and chaos into the life of the beloved mascot. Luckily, Coop Prix is still there to save time, when everything else takes too much of it.

The campaign ran across TV, cinema, online video, print and social.