2021 Winner

For National Coming Out Day in October, LGBTQI2S rights-supporting non-profit Egale wanted to give three people a platform to live their truth and boldly come out to their family, friends and even strangers.

Agency partner Cossette designed three billboards that appeared across Toronto and contained the individuals’ photos alongside affirmative statements like, “Mother dearest. I’m gay” and “To my oldest friend, I like dudes.”

Each billboard contained a custom URL linking to a personalized microsite, featuring the participants’ stories as well as educational resources for allies. Their personal journeys were also shared across social media. The effort was picked up by Canadian media, resulting in nearly 12 million earned media impressions.

Credits

Agency: Cossette
Global Chief Creative Officer: Peter Ignazi
Executive Creative Director(s): Craig McIntosh, Jaimes Zentil
Creative Director(s): Julia Morra, Anthony Atkinson
Senior Art Director: Anton Mwewa
Senior Copywriter: Alexandra Bonder
Creative Director, Design: Mark Neil Balson
Studio Director: Dawn-Marie Mills
Business Director: Kylie Pinder
Account Executive: Vallerie Traitses
Senior Strategist: Chelito Rubio

Media: Cossette Media
Strategy Director: Alessia Grosso
Director Connections Strategy: Tim Beach
SVP Buying: Diane Devries

PR: Cossette
Manager, External Communications: Justin Furman
Public Relations Project Manager: Christine Achampong
Internal Communications and Community Manager: Rachel Ruby

Production House: Soda
Producer: Haley Stefan
Director: Nick Hall-Wood
Editor: Mike Colangelo
Production Assistant: Christian Byrne
Production Assistant: Scott

Production House: Westside Studio
Photographer: Nikki Ormerod
Producer: Christa Michelle
Digital Tech: Bryan Ulrich

Casting: Milo Casting
Casting Director:

Editing House: Rooster
Editor: Christina Humphries
Producer: Alanna Homuth

Audio House: Berkeley Inc.
Creative Director: Jared Kuemper
Executive Producer: Tyna Maerzke

VFX: The Vanity
Producer: Kayla Baxter
Flame Artist: Kaelem Cahill

Clients: Egale Canada
Digital Marketing Coordinator: Jonathan Cafarelli
Director, Communications and Public Relations: Jennifer Boyce