2020 Winner

CASE SUMMARY

While most Sikhs are aware of the history of the community in Canada, most non-Sikhs are not. However, instead of encouraging first-generation South Asian immigrants to visit the Sikh Heritage Museum of Canada (SHMC) where they could learn about the community’s activism and contributions, it worked with Barrett and Welsh to take its exhibit directly to people via print, online video and social content. Its campaign looked like advertising, yet it behaved like an exhibit – for example, print ads were written in long-form and with a detailed narrative of historical events like the day 300-plus Sikh Canadians were turned away (and many imprisoned) after fleeing Asia for Canada’s safer pastures.

Credits

Gavin Barrett, Chief Creative Officer
Mike Welsh, Chief Creative Officer
Bhupesh Luther, Art Director
Gavin Barrett, Copywriter
Sarabjeet Singh Arora, Copywriter (Punjabi)
Gautham Seran, Copywriter (Social/Digital)
Siddesh Pai, Copywriter (Social/Digital)
Ben Borges, Account Management
Saloni Sharma, Account Management
Puneet Ahuja, Media
Deb Cochrane, Studio
Pardeep Singh Nagra, Client, SHMC Executive Director
Baltej Singh, Photography, Personal Archives