Sico celebrated its 80th birthday in 2017 with a nostalgic campaign. Working with PHD, the Canadian paint brand decided to sell a gallon of paint at the 1937 price of $3.18. The agency used the oldest media in the oldest way possible, teaming up with Metro and renaming it as The Metropolitan, as well as publishing articles from, well, 1937. To complete the retro feel, paperboys in period clothing handed out the newspapers at transit stations during rush hour in five different cities. The content was also shared in a Facebook Canvas, with engagement rates surpassing expectations by 28%. The nostalgia trip paid off and the campaign reached more than 720,000 people across Canada.