2022 Winner

The black squares posted in solidarity after the murder of George Floyd formed the backbone of Nia Centre for the Arts’ campaign to raise $400,000 to build Canada’s first Black arts centre. Based on the idea that the original black squares were meaningless without action, Nia, with the help of Barrett and Welsh, made an appeal for real change and called for audiences to “Put your money where your black square is.”

The campaign used digital display banners, Facebook newsfeed ads and online video assets to make direct calls for donations. By the end of 2021, the campaign had raised $665,496 from 5,559 donors. Leaders including Mayor John Tory and Prime Minister Justin Trudeau also expressed their support.

Credits

Gavin Barrett, Chief Creative Officer
Mike Welsh, Chief Creative Officer
Gavin Barrett, Copywriter
Kanna Anigbogou, Copywriter
Bhupesh Luther, Art Director
Gavin Barrett, Editor
Nitin Bagga, Strategy
Saloni Sharma, Account Manager
Puneet Ahuja, Media Director
Deb Cochrane, Studio
Miles Mungo, OLV Animator
Carmen Lee, HTML artist