2023 Winner

Rejecting the standard 30-second PSA format to drive home its message, the Petro-Canada CareMakers Foundation (PCCF) launched the world’s first 24-hour PSA to highlight the struggle of Canada’s eight million family caregivers. The PSA, by McCann, followed a day in the lives of ten real family caregivers, detailing the struggles and triumphs of constant caregiving. The campaign included TV, OOH, online video and social media. The campaign led to a 53% increase in awareness of the issue of caregiving, a 64% increase in awareness of the PCCF, which was formed in 2020, and secured over $300,000 in donated media from partners.

Credits

McCann
Chief Creative Officer – Josh Stein
VP Creative Director – Gail Pak
Creative Director – Mike Shuman
Senior Copywriter – Aaron Peever
Senior Art Director – Kyle Shields
VP Director Production – Jacqueline Bellmore
Senior Producer – Laurie Filgiano
Chief Strategy Officer – AJ Jones
Senior Strategist – Liam Brown
VP Director of Business Leadership – Patrick O’Donovan
Group Account Director – Sarah Lostracco
Account Executive – Keerat Kohli

McCann Media
VP Media Director – Julie Evans
Digital Media Manager – Brian Offredi

Tam-Tam\TBWA (French Adaptation)
Antoine Bécotte – Creative Director
Olivier Charlebois Campbell – French Copywriter
Samuel Moisan – French Copywriter
Josée Fréchette - Producer
Josée Canuel - Group Account Director
Mary Montsenigos - Senior Account Executive

Skin & Bones
Production Executive Producer – Joan Bell & Liane Thomas
Director – Jennifer Roberts
Line Producer – Maegan McGregor
Director of Photography – Stuart Cameron
AC: Nick Petrie & Patrick Holmes
Sound: Rachel McLean, Aram Kouyoumdjian & Gus Harris

Editorial
Smile & Wave
Post Executive Producer - Shenny Jaffer
Broadcast Editor - Robin Haman
24hr Editor - Mariam Famy
Assistant Editors: April Etmanski & Emma Todd
Online Artist - Jon Garofalo & Austin Blackmore
Colourist - Rita Ushakova

Music
Ta2
Music Executive Producer - Christine Leslie
Music Director - Jeff Lurie

Website
Performance Art
Ian Mackenzie – Chief Creative Officer
Amanda Horsford - Program Director
Michelle McAdams - Senior Integrated Producer
Jess Willis - Group Creative Director
Ben Playford - Creative Director
Thiago Santarem - Senior Visual Designer
Tomas Soares - Art Director
Arnaud Icard - Group Director, Product Developer
Liviu Balan - VP, Technology & Development
Deepak Narisety - Chief Technology Officer
Cody Schreiber - Sr. Developer
Anthony Pilger - Developer

Print Production
Craft
Integrated Project Manager – Jamy Ferreira
Retoucher – Jean-Pierre Goulet
Production Designer – Antonino Camillo