2020 Winner

CASE SUMMARY

The ethos of winning at all costs is deeply embedded in sports culture, especially in marketing with slogans like “do whatever it takes.” But winning at all costs takes on a different meaning when the price is someone’s life. That’s why, in 2019, the Government of Ontario enacted Rowan’s Law, a concussion protocol named after Rowan Stringer, a teenage rugby player who passed away after multiple concussions. The Ontario government then set out to raise awareness around brain injury, and change the risk-it-all mentality, with “The Risk.” The government’s spot looks and feels like a typical high-octane sports commercial, where a soccer player gets up after each hit. But as the story unfolds, she begins to falter with each impact reflecting her injuries. She eventually collapses as warnings like “Know the signs of a concussion” appear, articulating the dangers of pushing too hard.

Credits

Executive Creative Director: Ian Grais, Chris Staples
Creative Director: Christina Yu, Mike Dubrick, Aaron Starkman
Art Director: Zachary Bautista
Writer: Andrew Chhour
Designer: Jake Lim, Hans Thiessen
Strategist: Sean McDonald, Zach Simbrow
Print Producer: Narine Artinian
Studio Artist: Dylan Hamilton
Printing Copany: Print Pro Services
Account Services: Sarah Riedlinger, Megan Christopher