2025 Winner

In one of Canada’s coldest regions, Dans La Rue – a Montreal-based homeless shelter for youth – needed a way to drive donations of warm winter clothing without a media budget. To solve this, it asked four influencers to quietly change their shipping addresses to redirect unsolicited brand gifts to the shelter. For two months, clothing that would have gone to influencers was delivered directly to Dans La Rue. The initiative was later revealed in a social video supported by a PR push and quickly caught the attention of traditional media. Dozens of additional influencers joined in, helping the campaign spread across Quebec and into other parts of Canada. With no paid media, the shelter saw a 30,000% increase in reach, 400% more clothing donations and more than $100,000 in products collected – thanks to 32 major brands, none of which knew they were participating. Most importantly, hundreds of homeless youth
stayed warm that winter.

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Dans la rue
PRODUCTION COMPANY: OKOK
POST-PRODUCTION COMPANY: OKOK
SOUND STUDIO / ENGINEERING: Circonflex

[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc Du Sault, Josh Stein
CREATIVE DIRECTION: Luc Du Sault
COPYWRITING: Félix-Antoine Belleville
ART DIRECTION: Megan Plamondon
ACCOUNT SERVICES: Alexandra Laverdière,Gabriella Côtes, Anne-Renée Turcotte, Laurence-Olivier Paquet
AGENCY PRODUCTION: Émilie Trudeau, Emmanuelle Bérubé
MOTION DESIGN: Daniel Martinez-Mendoza
LAYOUT ARTIST:Marie-Ève Roussy, Sylvain Grégoire

[Individual Credits - Production Company - OKOK]
PRODUCER: Christina Drouin, Xavier Girard, Nicolas Chiasson
DIRECTOR: Laurence Tremblay
DOP: Raphaël Desharnais
EDITING: Cédric Noël

[Individual Credits - Post-production Company - OKOK]
COLORIZATION: Amélie Michel - Studio Élément

[Individual Credits - Content creators ]
Louis Blouin, Alex Beaulieu-Marchand, Emmanuelle-Salambo Deguara et Karel Cadoret