2024 Winner

The Scotiabank Giller Prize, Canada’s prestigious literary award, aimed to regain the attention of millennial readers amidst growing competition from celebrity-endorsed lists and online literary communities. To highlight the Prize’s influence, Scotiabank and Rethink launched the “Who Are You Reading?” campaign, drawing parallels
between literature and highbrow fashion.

They created a “Book Lookbook,” featuring the five shortlisted novels as must-have accessories, photographed by a renowned fashion team. The approach combined elements of modern fashion publications with nods to literary academia, redefining prestige for highbrow readers and reinforcing the Giller Prize brand. The campaign ran across digital, social and out-of-home, reaching national audiences and
engaging with literary influencers.

Credits

Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Mike Dubrick
Creative Directors: Randy Stein
Art Director: Dan Cantelon
Writer: Marc Levesque
Group Strategy Director: Crystal Sales
Strategist: Marguerite Gaylie
Integrated Producers: Agnes Gilchrist, Terri Winter
Agency Integrated Producers: Agnes Gilchrist
Studio Manager: Todd Bennett
Studio Artists: Stephanie Sherwood, Susan Bolder
Photographer: Saty Namvar and Pratha Samyrajah
Executive Producer: Natalie Frenkel
Producer: Marina Sulmona
Wardrobe Stylist: Shea Hurley
Printer: TI Group
Group Business Lead: Caitlin Bourada
Group Account Director: Daniel Riggi
Account Director: Kara Schulz
Account Supervisor: Melissa Luk
Account Manager: Geraldine Sebastian
PR Lead: Meredith Montgomery
PR Account Director: Chenda McKissick
PR Specialist: Tara-Lush Benson
PR Coordinator: Claire Tam

Client:
Global Chief Marketing Officer: Laura Curtis Ferrera
Vice President, Global Sponsorship & Events: Mike Tasevski
Vice President, Head of Global Brand: John Rocco
Director, Global Arts & Culture Sponsorships: Ryan Burella
Director, Global Brand Management: Katie O'Donovan
Manager, Global Sponsorship Marketing: Sarah Low
Senior Manager, Brand Sponsorships: Matthew Dicker
Assistant Manager, Brand Management and Sponsorships: Diana Colley
Assistant Manager, Global Sponsorship Marketing: Charlotte Priddle
Director, Agency and Account Management: Ashley Eaton
Senior Account Manager, Marketing Services: Arturo Montano Osorio
Group Production Design Manager: Kathryn Barbeito
Senior Manager, Production Design: Michelle Kennedy
Production Designer: Dillon Scheenaard
Director, Communications: Doug Johnson
Senior Manager, Communications: Charlene Callaghan
Manager, Communications: Kelty Reid
Director, Social Media and Content: Shefali Vyas
Manager, Social Media Marketing: Maja Protuger
Senior Manager, Social Media Design: Scott McFadyen