2019 Winner
Egale Canada Human Rights Trust
Blood Surrogates
Grayson Matthews / Sid Lee
GoldCraft - Copywriting
SilverCraft - Music
There are long-standing blood donation restrictions for men who have sex with men. It’s a holdover from the pre-AIDS era that assumes gay sex is riskier than straight sex. Egale was looking to overthrow this ban and asked Sid Lee for a compelling way to raise awareness. The answer was an animated musical number. A two-and-a-half minute video features Gary the gay blood cell lamenting his plight Broadway-style. His lyrics are funny, mournful, angry and defiant, capturing the emotions that gay Canadians feel when trying to help Canadian Blood Services meet frequent shortfalls in its blood supply. The overall message is humorous but urgent, asking straight allies to give blood on gay men’s behalf, registering as a “Blood Surrogate” to highlight how much “gay blood” is being left untapped.
Tom Koukodimos, Executive Creative Director, Sid Lee Toronto
Jennifer Rossini, Creative Director, Sid Lee Toronto
Christian Buer, Associate Creative Director, Sid Lee Toronto
Stephen McCarley, Art Director, Sid Lee Toronto
Coleman Mallery, Copywriter, Sid Lee Toronto
Lauren Jerome, Content Editor, Sid Lee Toronto
Linus Chui, Designer, Sid Lee Toronto
Cory Smythe, Group Account Director, Sid Lee Toronto
Carly Watson, Account Manager, Sid Lee Toronto
Amy Smith, Strategist, Sid Lee Toronto
Adrian Ver, Community Manager, Sid Lee Toronto
Amber Smith, Community Manager, Sid Lee Toronto
Anne Murray-Potvin, Community Manager, Sid Lee Toronto
Kelsey Lynn Corradetti, Producer, Sid Lee Toronto
Emma O'Neill, Motion Designer, Sid Lee Toronto
Original Song: Grayson Matthews
Composer & Vocals: Andrew Austin
Music Director: Mark Domitric
Audio Producer: Kelly McCluskey
Advertising Agency: Sid Lee
Executive Creative Director: Jeff Da Silva, Tom Koukodimos
Creative Officer: Jennifer Rossini
Associate Creative Director: Christian Buer
Copywriter: Coleman Mallery
Art Director: Stephen McCarley
Account Lead: Carly Watson
Agency Producer(s): Kelsey Lynn Corradetti
Designer/Illustrator: Linus Chui
Animation Producer: Marie-Soleil Patry