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

Chief Creative Officer: Jeff Hilts, FCB Canada | Nancy Crimi-Lamanna, FCB Canada | Ian Mackenzie FCB/SIX
Associate Creative Director: Cindy Navarro, FCB Canada
Art Director: Gira Moin, FCB Canada | Alisa Sera Garcia, FCB Canada
Writer: Nimy Leshinski, FCB Canada | Morgan Wroot, FCB Canada
Account Management
VP, Managing Director: Chris Perron, FCB Canada | Priyanka Goswami FCB/SIX
VP, Group Account Director: Jodi Spanninga, FCB Canada
Account Director: Melissa Paulino, FCB Canada
Project Management
Project Director: Gillian Morrison, FCB/SIX
Strategy
Chief Strategy Officer: Shelley Brown, FCB Canada
VP, Head of Data & Technology: Jacob Ciesielski, FCB/SIX
Director of Product & Technology Solutions: John Sime, FCB/SIX
Strategy Director: Paul Hanlon, FCB FCB/SIX
Sr Strategist: Jamie Cuthbertson, FCB Canada
Production Credits
Production Company: FCB Canada
Producer: Venus Pun, FCB/SIX
DOP: Scott Drucker, FCB Canada
Editing House: Saints Editorial
Executive Producer: Stephanie Hickman, Saints Editorial
Editor: Cameron Lasovich, Saints Editorial
Assistant Editor: Jake Heise, Saints Editorial
Online Facility: Alter Ego Post
Senior Colourist: Conor Fisher, Alter Ego Post
Lead VFX Assistant: Alexa Salsberg, Alter Ego Post
Motion Designer: Edward Deng, Alter Ego Post
Junior Producer: Andrew Tavares, Alter Ego Post
Audio House: Eggplant Music & Sound
Executive Producer: Nicola Treadgold, Eggplant Music & Sound
Audio Producer: Laura Merrett, Eggplant Music & Sound
Music & Audio Director: Rocco Gagliese, Eggplant Music & Sound
Audio Engineer: Nathan Handy, Eggplant Music & Sound
Other:
Mobile Development: ZeMind Studios
Client: Responsible Gambling Council
Client Supervision Name & Title: Elaine McDougall, Director Marketing and Communications
Campaign Title: YOU-turn