2025 Winner

Canada ranks surprisingly low on the World Animal Protection Index, with outdated laws that still classify animals as property rather than sentient beings. Mattie’s Place, a Toronto-based pet rescue, decided it was time to change that. Working with Publicis, they discovered a loophole in Canadian petition law: no rule states a
signer must be human.

As a result, they launched “The Pet-ition,” the first-ever petition signed by pets. Using paw prints as unique signatures, animals across the country became advocates for stronger animal welfare laws, sparking a national conversation about recognizing their sentience and changing how Canada protects them.

Credits

Vinicius Dalvi- Chief Creative Officer
Victor Yves - Head of Art
Sandra Baumander- Creative Director
Andre Bittar- Copywriter
Peter Sreckovic- Associate Creative Director Devon Clarke- Associate Creative Director
Gabriel Bortolotto- Content Creator

Serene Gaspar- EVP, Managing Director
Rachel Dickey- Account Supervisor
VP Broadcast Production: Pam Portsmouth
Haley Piett- Producer
Lisa Reid -Print Producer
Mary Chambers -Chief Strategic Officer
Michael Ash- Group Strategy Director
Sophie Prefol- PR Lead

Reid Marshall- Director
Cameron Marshall- Director of Photography:
Alex Chan- Photographer
Terry Theofilactidis- Executive Producer
Rebecca Burtnik-Post- Production Manager Madelyn Jones-Post- Production Manager
Emily Skeffington- Post-Production Manager:
Ingrid Theiner- Editor
Jordyn Stern- Editor
Issac Winter- Editor
Scott Edwards- Editor
Angeli Pineda- Editor
Eric Vonhunnius- Editor
Naghmeh Jafari Firouzabadi- Motion Graphics
Sharne Everard- Motion Graphics
Ron Caddigan - Motion Graphics

Pamela Albino- Director of Growth Operations
David Han -Director of Experience Design
Quang Lai- Associate Technology Director
William Truong- Frontend Developer
Vincent Lee- Full Stack Developer
Maxime Masson- Spécialiste infrastructure & Cloud solution

Matt Johnston- Associate Director, Analytics & Research
Anila John- Manager, Insights & SEO

Nadia Beale- President Account Services (MSL)
Madeline Pelly- Account Associate (MSL)
Alexis Scott- Account Director (North Strategic)
Shraddha Jaiswal- Account Executive (North Strategic)

Client: Mattie’s Place
Founder / Executive Director- Denise Angus