2022 Winner

Finding a favourite chocolate in an assorted box of flavours isn’t easy for anyone, but it’s a greater challenge for the 23 million North Americans who are blind or partially sighted. To lend support, Purdys, along with Rethink, designed the “Holiday Braille Box,” a fully accessible box of chocolates that featured braille orientation tabs, a braille chocolate legend and a QR code directing consumers to an audio version of the legend. The full chocolate legend was also made available in the 10 most spoken languages in Canada: English, French, Spanish, Italian, German, Mandarin, Cantonese, Punjabi, Tagalog and Arabic. The “Holiday Braille Box,” which could be purchased in-stores nationwide and around the world online, sold out in a matter of hours, as did two subsequent runs. With so much demand, the box is now available as simply “The Braille Box” and can be purchased year-round. The Purdys box received nationwide press coverage, with earned media accounting for
395 times the initial investment.

Credits

Client: Purdys
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Leia Rogers, Morgan Tierney
Creative Director: Sean O’Connor, Sheldon Rennie
Associate Creative Director: Jordon Lawson
Art Director: Jake Gauthier
Writer: Evan Kane
Designer: Jake Gauthier
Print Producer: April Haffenden, Claire Khan
Lead Strategist: Darren Yada
Strategist: Anna Shkuratoff
Amplification Strategists: Sara Lemmermeyer, Meredith Montgomery, Aliz Tennant
Chief Strategy Officer: Sean McDonald
Photographer: Clinton Hussey
Studio Artist / Typographer: Darina Kosikova, Linda Dumont
Broadcast Producer: Zara Thomas, Yogi Omar
Production Company: R+D Productions
Director of Photography: Thomas Buchan
Line Producer: Richard Amies
Post Production House: R+D Productions
Editor: Alijah Monckton
Audio House: Wave Productions
Producer: Craig Zarazun
Engineer: Craig Zarazun
Account Services: Katherine McKeen