2024 Winner
GoldAmbient - Large Scale
GoldExperiential/Special Events/Stunts
United Way Greater Toronto
"OpenHouse"
Sid Lee
"OpenHouse"
Sid Lee
In Canada’s major housing markets, rent exceeds affordability by 2.5 times. In the GTA, over 850,000 people live below the poverty line. The United Way Greater Toronto and Sid Lee decided to put a spotlight on the issue by creating an “OpenHouse” exhibition. The team converted a residential parking space into a furnished “one-bedroom” unit as a way to demonstrate the affordability crisis, allowing people to experience the issue first-hand and advocate for government intervention. With this immersive experience, the campaign generated widespread attention via media, influencers and the public.
With a modest budget of $5,000, the event raised $1.5 million for United Way, gained 21 million organic impressions and sparked online conversation. With the success of the campaign, United Way met with government officials, including the Mayor of Toronto, the Provincial Housing Minister and the Federal Housing Minister, and was invited to speak at the 2023 Housing Summit to propose ideas for real change.
With a modest budget of $5,000, the event raised $1.5 million for United Way, gained 21 million organic impressions and sparked online conversation. With the success of the campaign, United Way met with government officials, including the Mayor of Toronto, the Provincial Housing Minister and the Federal Housing Minister, and was invited to speak at the 2023 Housing Summit to propose ideas for real change.
Credits
SID LEEExecutive Creative Director: Jeffrey Da Silva
Creative Director: Tim Zimmerman
Creative Director: Alex Bird
Executive Vice-President, Head of Account Services: Zemina Moosa
Account Director: Yash Keough
Account Supervisor: Margaret Jakubowski
Executive Producer: Ryan Reynolds
Executive Producer: Julie Neff
Producer: Salar Babaeiha
Production Coordinator: Tofunmi Awonaike
Group Account Director, PR & Influencer Marketing: Paulami Mehta
Content Manager: Taylor Stone
Sr. Content Creator: Erik Jorgensen
Post-Production Producer: Emily Torontow
Post-Production Producer: Lisa Clarke
Creative Director, Post-Production: Marka Rankovic
Post-Production Coordinator: Erica Bradbury
Sr. Video Editor: Monica Leiva
Assistant Editor: Malavika Anupraj
Assistant Editor: Sonya Ghandi
Lead VFX/Online Artist: Ray Xue
Executive Creative Services Director: Kyra Cohen
Sr. Creative Services Manager: Justin Hewitt
Vice President, Global Communications and Brand: Katia Aubin
Public Relations Coordinator: Kaïsha Ferres-Oxime
Film Production: Four Ninety Films
Director: Graham Beasley
Director of Photography: Scott Watson
Post-Production:
Colour: ALTER EGO
Colourist: Lily Henry
Colour Assistant: Sam Omand
Producer: Spencer Butt
Audio: TA2 SOUND + MUSIC
Engineer: Adam Ive
Executive Producer: Dana Gadsden