2021 Winner

When it comes to improving transit, Ontarians are pretty skeptical that any real progress is being made. People are tired of empty transit promises. But behind the scenes, Metrolinx has been successfully implementing transit improvement projects. The challenge is that no one knows it.

So the Crown corp and its agency Leo Burnett created a campaign to show Ontarians that “It’s Happening.” Using the analogy of those “awkward teenage years,” a spot showed teenagers going through awkward, yet highly relatable phases such as braces, growth spurts and new facial hair, each with a message of optimism for what’s to come in transit improvements.

The idea to take a more human approach struck a chord, and Metrolinx increased both a positive perception and understanding of its role in improving transit
across the region.

Credits

Agency
Leo Burnett Chief Creative Director: Lisa Greenberg
Leo Burnett SVP, Head of Strategy: Tahir Ahmad
Leo Burnett Creative Director: Kelly Zettel
Leo Burnett Creative Director: Sam Cerullo
Leo Burnett Account Director: Laurie Freeman
Leo Burnett Senior Art Director: Mary Soroka
Leo Burnett Senior Copywriter: Shauna Roe
Leo Burnett Senior Producer: Julie Caniglia
Leo Burnett Art Director: Angelo Roldan
Leo Burnett Copywriter: Aisling Penco
Leo Burnett Strategist: Gillian Cameron
Leo Burnett Executive Producer: Gord Cathmoir
Leo Burnett Editor: Dan Purdy
Leo Burnett Account Executive: Celine Shen