2022 Winner
SilverMusic
White Ribbon
"Uncomposed"
Bensimon Byrne / Narrative / OneMethod
"Uncomposed"
Bensimon Byrne / Narrative / OneMethod
Moved by the statistic that over 33 million men in North America believe “strong” men don’t show their emotions, White Ribbon teamed up with the Canadian Opera Company, music scientists and psychologists to create “Uncomposed” – an original piece of music that could elicit strong emotions. White Ribbon invited men who struggle with showing vulnerability to experience the music on stage at Canada’s largest opera house, with each man sitting individually before a small orchestra so he could experience the piece in an intimate and emotion-triggering way.
The campaign sparked 300 stories, one billion impressions and coverage on almost every newscast in Canada. The music, available through Spotify and downloadable sheet music, is being used to inspire healthier ties between emotions and masculinity in the Canadian military, and is also being incorporated into school curriculums.
The campaign sparked 300 stories, one billion impressions and coverage on almost every newscast in Canada. The music, available through Spotify and downloadable sheet music, is being used to inspire healthier ties between emotions and masculinity in the Canadian military, and is also being incorporated into school curriculums.
Credits
Agency: Bensimon Byrne / Narrative / OneMethodChief Creative Officer: Joseph Bonnici
Creative Director: Debbie Chan (Narrative)
Creative Director: David Mueller
Art Director: Ana Segurajauregui Sanchez
Art Director: Angelica Corrano
Writer: Sophia Wilby (OneMethod)
Agency Producer: Michelle Pilling
Agency Production Manager: Dan Rankin
Business Lead: Marli Bennett
Project Manager: Efi Eman
French Translation: Ariane Smith France
Canadian Opera Company
Music Director:Johannes Debus
Audio House: Berkeley Inc.
Audio Producer: Tyna Maerzke
Audio Director: Jared Kuemper
Audio Engineer: Jared Kuemper
Audio Engineer: Tyler Young
Scientist: Dr. Psyche Loui, PhD – Associate Professor and Director, MIND Lab at Northeastern University
Scientist: Dr. Frank Russo, PhD – Professor of Psychology at Ryerson University
Production House: Soft Citizen
Executive Producer: Link York
Executive Producer: Jaclyn Morga
Director: Henry Lu
Director of Photography: James Arthurs
Line Producer: Michelle Pilling
Casting: Powerhouse
Post Production Offline: Button Factory
Producer: Michelle Pilling
Editor: Tim Pienta
Post Production Online: Button Factory
Producer: Michelle Pilling
Editor: Tim Pienta
Transfer: Alter Ego
Colourist: Wade Odum