2025 Winner

The “POCAM Black History Month” video series aimed to combat the lack of Black professionals in Canada’s advertising and marketing industry. The campaign, which POCAM formally adopted and updated from a version originally created by its agency Barrett and Welsh, featured 29 silent videos highlighting a Black professional, offering their portrait and a powerful quote. Posted at a rate of one video per day, the campaign leveraged reposting strategies, significantly amplifying reach. With 14,437 impressions, a 1.72% click-through rate and 4.01% engagement, the initiative fostered pride and community among Black professionals. Its success led to the launch of a similar National Indigenous History Month campaign in June 2024.

Credits

Gavin Barrett, Chief Creative Officer and art director
Production, The Tartan Turban Engine
Client: POCAM — Aleena Mazhar Kuzma, Chino Nnadi, Deyra Jaye Fontaine, Erik dela Cruz, Justin Senior, Mark Rutledge, Matthew Tsang, Natalie Bomberry, Ishma Alexander-Huet, Joycelyn David, Julian Franklin, Ken Saint-Eloy and Gavin Barrett.