2022 Winner
GoldCollaborations
Reitmans
"Diversity Is The Fabric Of Canada"
Ethnicity Matters
"Diversity Is The Fabric Of Canada"
Ethnicity Matters
Reitmans’ commitment to championing clothing for all Canadian women was embodied in its “Diversity Is the Fabric of Canada” campaign, aimed at Chinese and South Asian Canadians. Ethnicity Matters sourced two ambassadors: Sandy Gill (a Punjabi-Canadian stylist and influencer) and Chan Hon Goh (the first Chinese-born principal dancer of the National Ballet of Canada) to design patterns reflective of their heritage.
The patterns were reproduced on t-shirts, scarves and tote bags, with proceeds going to a charity of their choice. In-language interview segments with the two ambassadors were distributed to relevant media, racking up some of the highest online video view rates of the campaign. Social posts wishing Reitmans’ followers a “Happy Vaisakhi” introduced Gill as an ambassador, while WeChat posts and Chan’s own designs helped further extend the campaign to Chinese audiences. A Canada Day contest gifted ten newcomers a $1,000 wardrobe to extend the spirit of the campaign. Ontario, the
region where most of the paid tactics were targeted, recorded the highest
number of impressions.
The patterns were reproduced on t-shirts, scarves and tote bags, with proceeds going to a charity of their choice. In-language interview segments with the two ambassadors were distributed to relevant media, racking up some of the highest online video view rates of the campaign. Social posts wishing Reitmans’ followers a “Happy Vaisakhi” introduced Gill as an ambassador, while WeChat posts and Chan’s own designs helped further extend the campaign to Chinese audiences. A Canada Day contest gifted ten newcomers a $1,000 wardrobe to extend the spirit of the campaign. Ontario, the
region where most of the paid tactics were targeted, recorded the highest
number of impressions.
Credits
Valerie VedrinesVice President Marketing, ECommerce and Visual Presentation
Reitmans
Christina Bellevue
Senior Account Director
Ethnicity Matters
Abhijeet Ray
Managing Director
Ethnicity Matters
Tonia Au
Director of Strategy and Media
Ethnicity Matters
Chris Tsoi
Media Manager
Ethnicity Matters
Aakash Patel
Media Manager
Ethnicity Matters
Ziwei Gao
Media Planner
Ethnicity Matters
Swati Mayo
Media Planner
Ethnicity Matters
Waseem Shaikh
Creative Director
Ethnicity Matters
Pon Lau
Production Artist
Ethnicity Matters
Laurence Bonneville, Pauline Després
Lead Stratégie
Cossette
Chris Bergeron
Vice-Présidence, Creéativité Inclusive
Cossette
Benoit Chapellier
Vice-Présidence, Lead Affaires
Cossette
Ambre Chekly
Direction Artistique
Cossette
Gessica Marcus, Charlotte Cassonnet
Conception-Rédaction
Cossette
Mélanie Desjardins
Directrice de Produit
Cossette
Geneviève Sdicu
Cheffe de Produit
Cossette
Catherine Richard, Julie Beaudoin
Production Électronique
Cossette
Linda Côté
Directrice Marketing
Reitmans
Marine Sophie Jegard
Chef de contenu et communications
Reitmans
Lekha Mehta
Account Coordinator
Ethnicity Matters