2021 Winner

Every year, one in five Canadians experiences a mental illness. But due to the stigma surrounding mental health, countless more struggle in silence. To spark discussion of the issue among Canadians age 18 to 30, the Canadian Mental Health Association worked with Taxi to create “Mental Fatigues,” a camouflage apparel line.

The pattern, which is typically used to conceal, was used to draw attention to an important issue: upon closer inspection, it becomes clear each pattern depicts characters in different states of mental distress: Anxiety Disorder, Workplace Mental Health and Substance Use Disorder.

The campaign earned significant media coverage, and after partnering with a local retailer, the products sold out within 72 hours.

Credits

First Name: Kelsey

Last Name: Horne

Company: TAXI

Title: Executive Creative Director


First Name: Alexis

Last Name: Bronstorph

Company: TAXI

Title: Executive Creative Director


First Name: Lorne

Last Name: Heller

Company: TAXI

Title : Creative Team


First Name: Justin

Last Name: Luu

Company: TAXI

Title: Creative Team


First Name: Ka

Last Name: Young Lee

Company: Ka Young Lee

Title: Illustrator


First Name: Cherie

Last Name: O’Connor

Company: TAXI

Title: Producer


First Name: Kelsey-Lynn

Last Name: Corradetti

Company: TAXI

Title : Producer


First Name: Dennis

Last Name: Soler

Company: TAXI

Title : Producer


First Name: Joyce

Last Name: Ho

Company: TAXI

Title: Account Team


Hungry Hearts

First Name: Kelsey

Last Name: Horne

Company: TAXI

Title: Executive Creative Director


First Name: Alexis

Last Name: Bronstorph

Company: TAXI

Title: Executive Creative Director


First Name: Lorne

Last Name: Heller

Company: TAXI

Title: Associate Creative Director


First Name: Justin

Last Name: Luu

Company: TAXI

Title: Associate Creative Director


First Name: Cherie

Last Name: O’Connor

Company: TAXI

Title: Head of Production


First Name: Kelsey-Lynn

Last Name: Corradetti

Company: TAXI

Title: Producer


First Name: Shawne
Last Name: Elnicki
Company: TAXI
Title: Project Manager


First Name: Joyce
Last Name: Ho
Company: TAXI
Title: Account Director