2021 Winner

South Asian immigrants that have been in Canada more than five years over-index as small business owners, which means they were among the hardest-hit by the pandemic. As Canada entered the holiday season, Barrett and Welsh knew many South Asians would feel personally responsible for supporting these businesses, because it often means supporting someone they know within their family or circle of friends. For its client TD, which wanted to drive engagement and positive brand sentiment around its support for local businesses, the agency developed creative that featured a series of culturally relevant food and festive purchases that were repurposed to create unique South Asian celebratory icons. The Rasgulla Snowman, Samosa Christmas Tree and The Red Chilli Holiday Trim became new cultural icons that encouraged South Asians to celebrate in their own way at local South Asian stores. The campaign achieved CTR of 0.53% (far more than the average of 0.08% for South Asian campaigns).

Credits

Gavin Barrett, Chief Creative Officer
Mike Welsh, Chief Creative Officer
Bhupesh Luther, Group Creative Head, Art
Akshata Kale, Art Director
Radhika Mohandas, Copywriter
Sarabjeet Arora, Punjabi Copywriter
Vaidy Subramaniam, Tamil Copywriter
Marcelle Faucher, Retoucher
Deb Cochrane, Studio Manager
Carmen Lee, Digital Production
Ishan Ghosh, CEO
Nitin Bagga, COO & Chief Strategy Officer
Ben Borges, Business Director
Puneet Ahuja, Director, Media
Saloni Sharma, Account Manager