2022 Winner

Ahead of the holiday season, the Canadian Mental Health Association (CMHA) and Citizen Relations used the classic “ugly Christmas sweater” to highlight disturbing truths and statistics around anxiety, loneliness and depression. With no budget for media or an influencer network, the team shipped off the sweaters in a box that contained information and relevant links – and then waited. In little time, influencers donned the ugly sweaters to share the messages and related hashtags, participants of which included national media personalities, celebrities, the mayors of Toronto and Montreal, NHL players, Grand Slam tennis champions and Sophie Gregoire-Trudeau. Requests to purchase sweaters flooded in from Canadians, and the campaign led to 67 million organic impressions, 164 influencer posts, 240 earned media placements and a 9% increase in Canadian conversations around mental health.

Credits

CCO: Josh Budd
Art Directors: Randy De Melo, Joel Arbez
Designers: MyoNaing Illidge, Hilary Walls
Copywriter: Josh Budd
Producer: Kristen Neamtz
VP: Josie Haynes
Director: Audrey Ann Laurin
Associate Account Director: Kristen Schaffrath
Account Managers: Jessica Gauci, Emily Parker, Carmel Lagrandeur, Raphael Boies
Senior Account Executives: Emily Chang
Account Executives: Chantal Grainger, Iolanda Mobilio, Aleksandra Kaliszuk
Digital: Laura Muirhead, Yosr Kooli
VP, Strategy: Lindsay Page
Strategist: Malav Naik
Research Analyst: Shamshir Malik
Photography: Undivided Creative Inc.