2024 Winner

Many Canadian adults don’t realize the scale of the youth mental health crisis: one out of every two young people are struggling alone during a stage of life when they should feel carefree. In addition, census data reveals that youth rate their mental health less positively than their parents do.

Kids Help Phone and McCann launched “Fine” to close the gap between young people’s reality and adult perception. The spot unveils some of the struggles behind the facade of those who respond “I’m fine”: battling beauty standards, going through a traumatic experience, or concealing their authentic self. It resulted in a five-point rise in brand awareness among adults and a 111% rise in new donors.

Credits

McCann Canada
Josh Stein, Chief Creative Officer
Gail Pak, VP Creative Director
Mike Shuman, Creative Director
Athina Lalljee, Associate Creative Director, Copywriter
Jayme Fairbridge, Senior Art Director
Mitchell Houlahan, Designer
AJ Jones, Chief Strategy Officer
Josh Hansen, VP Strategy
Alexandra Montgomery, Strategist
Emily MacLaurin-King, VP Group Account Director
Aaron D’Souza, Account Director
Jordan McConnell, Account Executive
Justyna Karas, Project Manager
Stef Fabich, SVP Director of Production
Jacqueline Bellmore, VP Director of Production
Sharon Nelson-Bailey, Producer

Common Good:
Tyler Evans - Director
Red Barbaza - Editor
Mikka Quinsac - Assistant Editor
Alex Avram - VFX Supervisor
Ainslie Thomas - Executive Producer

Nice Shoes:
Senior Colorist: Tricia Hagoriles
Color Assist: Glenn Weidlich

Senior Flame Artist: Russ Bigsby
Flame Artist: Arthur Dorrington
Producer: Paul Dekams

Executive Producer: Jason Farber

Pirate:
Vanya Drakul, Partner, Audio Director
Keith Ohman, Engineer
Joanne Uyeyama, Producer

Music Track:
What I Wouldn’t Do (North Star Calling), Artists for Feel Out Loud
Written by: Serena Ryder, Jerrod Bettis, Leela Gilday
Produced by: Bob Ezrin
Executive Producer: Randy Lennox, Loft Entertainment

Craft:
Retoucher - Jean-Pierre Goulet
Production Artist - Antonino Camillo
Proofreader - Beverly Furer
Prepress – Pedro
Project Manager - Luis Santos
Video Editor – Ryan Weatherby
Video Editor – Rod Reano
Post Producer – Kaia Kim

Media:
Epitaph Group