2024 Winner

In a surprising move for a phone brand, Fido acknowledged that the feeling of home during Diwali can’t be captured via audio calls, video calls or texts, instead offering a chance to win a trip back home to celebrate with family. “Coming Home,” by Ethnicity Matters, shows a mother in India preparing for the festival when her daughter in Canada calls to wish her a Happy Diwali. The doorbell rings, and the mother is surprised that her daughter is actually on her doorstep, ready to celebrate in person.

The campaign resonated with South Asians who have dual lives in Canada and India. The campaign exceeded expectations with 81,992 registrations, surpassing the goal
by 1,600%.

Credits

Kate Warnock, Director Brand Wireless - Fido
Caroline Messier, Senior Manager Brand Wireless - Fido
Neil Sabnis, Brand Manager - Fido
Wendy Castillo, Managing Director - Ethnicity Matters
Gautham Seran, Associate Creative Director - Ethnicity Matters
Nandu Oturkar, Sr. Art Director - Ethnicity Matters
Sowmyaa Narayanan, Senior Account Director - Ethnicity Matters
Chris Tsoi, Associate Media Director - Ethnicity Matters
Christine Wang, Account Manager - Ethnicity Matters
Darshan Bhanushali, Account Coordinator - Ethnicity Matters
Kiki Zhao, Media planner - Ethnicity Matters

Production House: Crazy Owl Films
Director: Ranjey Jha