Amnesty International

TAXI

SILVER: Online Film Single

In Quebec, systemic racism has been a longstanding issue, with little help from a premier who publicly denies its existence. To make the issue visible, Amnesty International developed “The Systemic Racism Pin” with TAXI. The campaign hacked Google Map’s functionality to create ‘Systemic Racism’ as a geolocated place, placing it in front of Quebec’s Parliament. The pin became the hub for the campaign, where content of prominent activists was uploaded and where people used the Reviews section to share testimonials about systemic racism. With hundreds of comments flooding the hub in the first days, Google Maps removed the pin. The campaign then directed people to use the Reviews section of the Parliament, which couldn’t be deleted, to make their comments. With more than 500 testimonials in the first week, the campaign helped make systemic racism a leading topic in the province’s following election, leading to historic changes such as a new bill on racial profiling, the removal of preferred race on adoption forms and the election of the first Indigenous woman to Quebec’s National Assembly.

CCO: Graham Lang

CDs: Alexandre Béland, Alexis Caron-Côté

ADs: Alexandre Béland, Marie Cermakova, Nicolas Baillargeon, Maeva Moatti

With the results of a commissioned survey showing that having a daughter would make a majority of men more concerned with the issues females face, White Ribbon, the world’s largest movement to end gender-based violence and promote healthier masculinity, created “I Knew All Along.” The film, by Bensimon Byrne, Narrative and OneMethod, opens with a dad holding his baby daughter, speaking lovingly to her in the voiceover about never having felt so much fear about her growing up. Various scenes focus on the daughter’s reactions as she is harassed at different stages of her life. The script and the camera angles are then flipped, and the audience sees that the younger version of the dad was the person committing the harassment each time. In the voiceover, the dad comes to this realization, that he “knew all along.”

CCO:

BRONZE: Online Film Single

The Montreal Children’s Hospital Foundation

“Two Little Brats for Life” Cossette

To encourage donations to The Montreal Children’s Hospital Foundation, Cossette created “Two Little Brats for Life,” celebrating the friendship of two boys, Max and Lou, who bond over the pranks they pull and share over walkie-talkies. When Lou is hospitalized, Max continues to relay his stunts over the receiver until one day, Lou doesn’t respond. Although Max, and the audience, are initially led to believe Lou has died, it’s revealed he was just away from his walkie-talkie in order to receive treatment – and managed to pull a prank while doing so.

ECD: Anne-Claude Chénier

CDs: Mélanie Delisle, Patrick Michaud

ADs: Éric Bouchard, Annik Tremblay-Meunier

CWs: Jean-François Perreault, Philippe Brassard, Marc Lessard, Souléman Diallo, Etienne LeBourdais

BRONZE: Online Film Single

Société de sauvetage / Lifesaving Society

In “You,” the Société de sauvetage/Lifesaving Society’s 30-second film developed with LG2, a young man cracks open a can of beer while sitting alone in a rowboat on a quiet lake, his lifejacket behind him, dusk descending. When the man leans over the side of the boat and goes to touch his reflection on the surface of the glassy water, the reflected hand suddenly reaches for his actual hand and yanks him underwater. The next shot is of his body floating in the water, a reminder from the Lifesaving Society for people to wear life jackets, to not consume alcohol or drugs and to never go out on water alone.

CCOs: Marc Fortin, Luc Du Sault

CD: Frédéric Tremblay Director (Gorditos): Raphaël Ouellet

SILVER: Point-of-Purchase

Human Rights Foundation

The Human Rights Foundation (HRF) launched “Forced Labour Plug-In,” by TAXI, as a way to raise awareness and prevent people from buying clothes made by Uyghur Muslims working in forced labor camps in Xinjiang, China. It’s estimated that one in five of the world’s cotton items are linked to these camps. When a visitor lands on a site, they’re given the choice to say ‘no’ to forced labour and are redirected to the HRF website to learn more. The extension has intervened on the websites of more than 160 major global fashion brands, blocked over 1,000 sales and convinced one global fashion retailer to remove Uyghur forced labour from its supply chain. The extension is currently active in eight countries.

CCO: Graham Lang

ECD: James Sadler

CD/CW: Mike Houldsworth

BRONZE: Ambient – Large Scale Hydro-Québec

“A Billboard That Comes to Life”

Lg2

To highlight Quebec’s food autonomy and the role Hydro-Québec plays within a sustainable energy future, LG2 created “A Billboard That Comes to Life,” a panel of life-size, streetside posters that looked like standard advertising. But in a challenge to that convention, the team converted one of the ‘posters’ into a real greenhouse within a six-metre space, causing many passersby to do a double-take. As part of the campaign, a person was stationed in the greenhouse, inviting people to enter and giving them chili plants that had been transplanted, along with other greenhouse vegetables from Quebec.

CCOs: Marc Fortin, Luc Du Sault

CD: Martin Charron

CWs: Luc Dupéré, Jean-Christophe Lanteigne-Daigle, Jean-Frédéric Barrette

SILVER: Radio Single Canada’s Organ & Tissue Donation Community

Despite widespread support, only 32% of Canadians are registered for organ donation. To encourage people to donate, Canada’s Organ and Tissue Donation Community created “The Donated Commercial.” The radio spot, by DonerNorth, combined donated parts from over 40 commercials to show how donated organs could have a second life. The message needed to be clear while simultaneously highlighting that all the parts had been transplanted from elsewhere. Hundreds of old commercials were reviewed in order to find the right phrases that would create a smooth flow. The commercial experienced a 95% completion rate and an 87.5% increase in Spotify’s average clickthrough rate, with 79% of people registered to donate their organs.

CCO: Lance Martin

ECDs: Adam Thur, Rica Eckersley

CD/AD: Justin Turco

CD/CW: Jill Mack

ACD/CW: Lynn Sparrow