2025 Winner

campaign launched its Kids Help Phone 686868 Circuit, an initiative that turns the daily act of counting workouts reps into a reminder of its text number. Starring pro athletes as well as real youth, the film illustrates the impact that performance pressure puts on young athletes’ mental health. Set to a sparsely rearranged version of Queen’s We Are the Champions, subtle metaphors were embedded in the sound design as a key tool, such as a sharp crack of thunder used when a young gymnast falls, which then rumbles in the distance as a doctor delivers a devastating prognosis.

Credits

McCann
Chief Creative Officer: Ian Mackenzie
Chief Creative Officer: Josh Stein
Creative Director: Athina Lalljee
Creative Director: Fernando Salvador
Copywriter: Megan Burrow
French Copywriter: Genevieve Mallette
Sr. Art Director: Olivia Hashka
Designer: Mitch Houlahan
Senior Digital Designer: Ana-Maria Triana
Chief Strategy Officer: AJ Jones
VP, Strategy: Josh Hansen
Senior Strategist: Alexandra Montgomery
VP, Group Account Director: Emily MacLaurin-King
Account Supervisor: Isabel Wilkins
SVP, Director of Production: Stef Fabich
Montreal Producer: Aloha Soimaud
Senior Producer: Jana Tuck

Production Company: Scouts Honour
Director: Mark Zibert
Directors of Photography: Mark Zibert and Eric Kaskens
Executive Producers: Simon Dragland and Rita Popielak
2nd Unit DP: Stephen Hosier
Photographer: Thomas Dagg
Creative Research: Tricia Zaremba
Production Designer: David Dennis
Stylist: Kate Day

Casting: Jigsaw Casting

Editorial: Nimiopere
Editor: Steve Puhach
Assistant Editor: Laura Corredor
Producer: Hannah Stone
Executive Producer: Julie Axell

VFX/Online: Tantrum Studio
Compositors: Davide Di Santo, Dan Ciancone, Piers Larchet
VFX Creative Director: Dominik Bochenski
VFX Executive Producer: Victoria Holt

Audio: Grayson Music
Audio Director: Lowell Sostomi
Audio Engineer: Eric Hulme
Music Supervisor: Warren Bray
Audio Exec Producer: Kelly McCluskey
Sound Designers: Ben Swarbrick & Eric Hulme

French Audio: Audio Z
French Producer: Vanessa Sansfacon