2025 Winner

Fido’s “Make a New Connection” campaign aimed to bridge the emotional gap South Asian newcomers often feel during Diwali in Canada. Targeting international students, temporary workers and new residents, the campaign positioned Fido not just as a telecom provider, but as a facilitator of relationships – helping people take a first step toward connection and belonging. The OLV spot featured a young Indian woman celebrating her first Diwali in Canada, finding warmth by inviting new friends to celebrate with her instead of spending it alone. The campaign spread across social media, OTT, radio and digital out-of-home, generating 16.8 million impressions at Cineplex as well as 1.54 million YouTube impressions.

Credits

Client: Rogers Communications Inc
Agatha Wronecka, VP Brand & Marketing
Kate Warnock, Director, Brand - Wireless
Caroline Messier, Senior Manager - Brand
Neil Sabnis, Senior Brand Manager

Agency: Ethnicity Matters
Bobby Sahni, Partner & Co-founder
Howard Lichtman, Partner & Co-founder
Waseem Shaikh, Group Creative Director
Cyril Kirian, Associate Creative Director
Cyril Kirian, Copywriter
Vibash Shetty, Art Director
Sheri Hachey, Managing Director, Client Services
Valentina Wong, Group Account Director
Siddhesh Desai, Account Supervisor
Tejaswini Iyengar, Account Executive
Alex Cui, Account Coordinator
Abhijeet Ray, Managing Director, Media
Chris Tsoi, Media Director
Jing An Hu, Assistant Media Manager
Kiki Zhao, Media Planner
Pon Lau, Studio Manager
Hoffman Yung, Sr. Production artist
Marni Lakshman, Senior Director Creative Operations

Partners
4degreesC Entertainment - Production House
Asis Sethi - Director