2023 Winner

Mina Halal’s (Maple Leaf Foods) digital ad campaign for Ramadan, “Ads That Fast with You,” used empathy to connect with Muslim Canadians in the GTA. Since Ramadan requires the community to go without food and water for 12 to 18 hours a day, the campaign ads showed empty plates moving through the sky in sync with the sun and moon during fasting hours – a white plate symbolized the moon and a yellow plate for the sun. When it was time to break the fast, the ads would show platefuls of Mina Halal chicken. Barrett and Welsh’s campaign leveraged The Weather Network’s weather-based, location-based sunrise and sunset data, combined with real-time user-location data, to deliver customized messages to Muslim Canadians across the GTA: at sunrise, sunset and during the day, precisely for their specific locations. Multicultural media was used to target the preferred audience. Despite a $50,000 budget, the campaign surpassed all expectations and delivered 3.3 million impressions
and more than 9,800 clicks. It also ended with a celebratory message that leveraged local moonrise times, celebrating the ending of the fast.

Credits

Gavin Barrett, Chief Creative Officer
Bhupesh Luther, Art Director
Cyril Kirian, Senior Copywriter
Deb Cochrane, Studio Manager
Byron Yee, Graphic Artist
Carmen Lee, HTML Artist
Nitin Bagga, Chief Strategy Officer
Ishan Ghosh, CEO
Ben Borges, Director, Client Services
Tanya Sinha, Account Manager
Saloni Sharma, Account Manager
Pelmorex Solutions/The Weather Network, production