2023 Winner

Zabiha Halal (Maple Lodge Farms) launched an open letter campaign “Dear Canada” to call out our country’s reputation for tolerance and acceptance in the face of anti-Muslim hate crimes that had become all too common. King Ursa helped create a platform for the Muslim community to share their stories and dismantle the stereotypes perpetuated by the media. The content of Zabiha Halal’s social and digital channels pivoted away from food to instead become a hub for cultural conversation and social dialogue. By amplifying Muslim voices, Zabiha Halal also cemented its status as a brand that advocates for its community. The campaign achieved 142 million impressions and 7.9 million video views, and was featured in news publications across the nation.
The impact of the campaign was so great that Zabiha Halal
was invited to address the Canadian Senate.

Credits

Client: Maple Lodge Farms
Director of Marketing: Sarah Khetty
Marketing Manager: Lucas Metz
Associate Brand Manager: Duaa Qadri

Agency of Record: riddoch communications
Creative Director: Brad Riddoch
Copywriter: Laura Haggland
Copywriter: Bill Wodhams
Art Director: Eddie Mortson
Group Account Director: Sandra Querin
Account Supervisor: Heidi Ackerman
Agency producer: Allana Lytle

Digital Agency of Record: King Ursa
Executive Creative Director: Grant Cleland
Associate Creative Director (CW): Kevin Hoessler
Associate Creative Director (AD): Steven Tiao
Copywriter: Kevin Hoessler
Copywriter: Claire Mills
Art Director: Steven Tiao
President: Cheryl Gosling
Group Business Director: Kristin Stefanyk
Senior Strategist: Nagmeh Phelan
Account Supervisor: Tara O’Brien
Account Executive: Kruthika Jayakumar
Senior Project Manager: Fauzan Siddiqui
Project Coordinator: Sama Karam
Community Manager: Saskia Rahim
Director, Media Strategy: Zain Zaidi
Media Buyer: Elliott Bradshaw
Director of Analytics: Ray Kwong
Data Analyst: Anna Popovych

Production Company: King Ursa
Director: Adeel Shamsi
Director of Photography: Allen Liu
Photographer: Jake Killorn
Editor: Noah Lalonde
Producer: Natalie Winardi
Production Manager: Vlad Motorykin
Production Assistant: Justin Stevenson
Stylist: Angela Koszuta

Editing Facility: Barbershop Editing
Editor: David Findlay

Colour Facility: Alter Ego
Colourist: James Graham

Casting Agency: Groundglass Casting

PR Agency: Craft Public Relations
Vice President: Stella Mok
Senior Account Manager: Brontë Wright
Account Manager: Kaila Currie-Bartlett

Media Agency: Media Dimensions Limited
President: Eric Orticello
Media Director: Lance Moreton
Media Buyer: Jessica Sels