2023 Winner

To raise funds for Ukraine in the wake of Russia’s invasion, Razom, a non-profit organization, created “Feel What We Feel,” which drew inspiration from President Volodymyr Zelenskyy’s plea to Canadians for help. The campaign, by Grey Canada / TANK Worldwide, used familiar city landmarks - such as the CN Tower in Toronto and the Olympic Park in Montreal - and transformed them into battle ruins. QR codes transported users into the devastation of war. Given that humanitarian assistance was needed urgently, the campaign launched six weeks after Zelenskyy’s speech. Through the use of digital, 15-second TV, traditional and digital OOH, and social media, the campaign reached 231.5 million people in the first 24 hours and raised over $10 million in donations. The funds were used to provide Ukrainians with essential medical supplies, ambulances, rape kits, walkie-talkies and other resources.

Credits

Agency: Grey Canada / TANK Worldwide
Chief Creative Officer: Marty Martinez
Executive Creative Director: Mark Mason
Copywriters: Krista Raspor / Benoît Losier / Craig Redmond Art Directors: Mark Mason / Camilo Monzón Navas Designer: Eve Trudel-Lévesque
Chief Executive Officer: Marc Lanouette
Chief Marketing Officer: Jill Mastroianni
EVP, General Manager: Nicole Lupke
Director of Production: Neal Owusu
Digital and Technology Strategist: Jean-Philippe Georges Senior Interactive Art Director: Alexandre Desjardins Director of Social Strategy: Stephanie Granowicz
Head of Communications: Vanessa Grillot Producer: Deena Archibald
Editor: Biko Franklin
Studio Manager: Patty Groff
Digital Web Agency: Kffein
Digital Web Agency CEO: David Guillemin
Project Manager: Valentin Arvis
Creative Technologists: Gabriel Corbel / Guillaume Tomasi
Visual Effects Company: Rodeo FX
Head of Art Department: Deak Ferrand
Head of Department Matte Painting: Frederic St-Arnaud
Environment Artist: Sarah Haddab
Video Post-Production Compositors: Nicolas Laprise Pellicelli / Caroline Brien VFX Supervisor: Erik Gagnon
Video Post-Production Producer: Carolie Legault-Lanouette
PR Company: Hill + Knowlton Strategies
PR Company Vice-President, Quebec: Patrice Lavoie
PR Company Senior Advisor: Maxime Belanger
Media Company: Group M
Client: Razom
Human Rights Defender: Kamila Orlova