2024 Winner

Vizzy, a seltzer brand known for its support of the 2SLGBQTIA+ community, aimed to elevate its Pride campaign in 2023 amid rising anti-community sentiments and incidents in North America. The resulting strategy from Citizen Relations focused on openly celebrating diverse queer expressions in public spaces. Vizzy’s creative idea centred on a transparent photo booth at Pride celebrations, inviting participants to
authentically express themselves.

This activation aimed to educate and empower queer individuals by highlighting their erased history and promoting visibility as a means of love, optimism and happiness. The results were impactful, with 150 booth participants at the Inside Out Festival and 1,620 booth participants at the 519 Green Space Festival. Additionally, Vizzy
distributed 1,800 samples at the latter event

Credits

VIZZYBILITY BOOTH CREDITS
Vizzy Hard Seltzer: Vizzybility Booth
Client: Molson Coors Beverage Company
Program: Vizzybility Booth
Program Date: May - June 2023
Agency: Citizen Relations

CITIZEN RELATIONS
CCO: Josh Budd
ACD Art Director: Anton Mwewa
ACD Copywriter: Travis Myers
Senior Strategist: Malav Naik
Strategy Director: Bex Myers
Agency Producer: Kristen Neamtz

Senior Director, Experiential : Adam O’Neill
Senior Account Manager, Experiential: Kaitlin Cruz

VP, Public Relations: Joe Cariati
Director, Public Relations: Jessica Cooney
Senior Account Executive, Public Relations: Katie Halle
Account Executives, Public Relations: Mark Hatswell, Iolonda Mobillo

UNDIVIDED (PHOTOGRAPHY)
Executive Producer: Scout Houghton
Photographer: Joseph Saraceno

MOLSON COORS BEVERAGE COMPANY
Director, Flavour + Innovation: Lindsay Wilson
Senior Marketing Manager, Flavour + Innovation: Michelle Sowinski
Marketing Manager, Vizzy: Madeleine Gillmeisters