2021 Winner
SilverBrochures/Print Collateral
Gender Creative Kids Canada
"The Genderless Poster "
Leo Burnett Toronto
"The Genderless Poster "
Leo Burnett Toronto
In a world in where gender norms are consistently reinforced, even subconsciously – the colour blue, cars and sports are for boys, while pink, dolls and ballet are for girls – Gender Creative Kids works to shift the focus away from gender norms, helping all kids, but especially trans youth, feel more included.
Supporting its efforts, a poster by Leo Burnett Toronto used Troxler’s fading, an optical illusion that happens when someone fixates on a particular focus point, helping people see beyond the boy-girl dichotomy. After a few seconds, the background disappears as the viewer’s eyes begin to focus on the important part of the image, reinforcing the message that the person is more important than their gender.
Supporting its efforts, a poster by Leo Burnett Toronto used Troxler’s fading, an optical illusion that happens when someone fixates on a particular focus point, helping people see beyond the boy-girl dichotomy. After a few seconds, the background disappears as the viewer’s eyes begin to focus on the important part of the image, reinforcing the message that the person is more important than their gender.
Credits
AgencyPresident – Ben Tarr
Co-Chief Creative Officer – Lisa Greenberg
Co-Chief Creative Officer – Steve Persico
Copywriter – Aisling Penco
Art Director – Jack Choi
Designer – Jack Choi
Print Producer – Kevin Stephen
Account Supervisor – Aryana Hassan Editor – David Nakata