2020 Winner

CASE SUMMARY

To support the Responsible Gambling Council’s program for those who are actively trying to quit gambling, FCB created the “YOU-turn” app. The goal was to decrease the number of casino breaches and improve audience perception of RGC’s program. The app asks users to record, or have their loved ones record, three 30-second voice messages of encouragement. Those messages are then deployed (using geofencing technology) as users approach any gambling site in Ontario. The messages grow in seriousness and urgency the longer they’re ignored, ultimately alerting the person’s counselor or loved one if the messages proved insufficient.

Credits

Agency: Cossette
Global CCO(s):Carlos Moreno, Peter Ignazi
ECD(s):Jaimes Zentil, Craig McIntosh
CD(s): Sarah Rutherford, Mario Cesareo
ACD/AD:Jake Bundock
CW(s):Ryan Kukec, Alene Shahnazarian
AD:Tyler Robitaille
Agency Producer:Clair Galea
Strategy:Jeff Mccrory, Rami Dudin, Denika Angelone, Rosie Gentile
Account Team:Emma Sleeper, Asmait Hailu, Melissa Levenberg, Tishan Canagasaby
Sr. Retoucher:Trevor Gauthier
Print Producer:Dawn-Marie Mills
Production House:Scouts Honour
Director:Mark Zibert
Cinematographer(s):Mark Zibert, Eric Kaskens
EP(s):Simon Dragland, Rita Popielak
Photography:Sandy Pereira
Editing House:Saints Editorial
Editor:Mark Paiva
Assistant Editor:Giuseppe Piccolo
Transfer Facility:Alter Ego
Colourist:Eric Whipp
Online/Special Effects Facility:The Vanity
Lead VFX Artist:Sean Cochrane
Audio House:Pirate Toronto
Audio Post Production:TA2 Sound + Music
Music Licensing:Little Ears
Song/Music Artist:Hurt by Trent Reznor, Performed by The Music Project Choir
Media Agency:OMD Canada
Managing Director:Jammie Ogle
Group Director of Strategy:Michelle Franklin
Broadcast Supervisor:Mark Hyndman
Client:SickKids Foundation
VP, Brand Strategy & Comms:Lori Davison
VP, Direct & Digital Marketing:Heather Clark
Director, Brand Strategy & Comms:Kate Torrance
Director, Direct & Digital Marketing:Noelle De La Mothe
Associate Director, Integrated Brand Marketing:Kelly Hanley
Manager, Integrated Brand Marketing:Jessica Myers
Associate, Integrated Brand Marketing:Leighton Bannock
Associate Director, Community Stakeholder Relations:Lisa Charendoff
Associate Director, Public Relations:Lynn Bessoudo
Associate, Public Relations & Patient Ambassador Relations:Taylor Huff
Associate, Social Media:Maryjane Peters
Associate Director, Content:Andrew Hart
Associate Director, Direct & Digital Marketing: Tanya Tucker
Manager, Direct & Digital Marketing: Rebecca Shrimpton
Associate, Direct & Digital Marketing: Jude Hajali