2025 Winner

Playing video games can lead to gaming headaches. To build affinity with Canada’s six million gamers, Haleon’s “Advil Head Settings” developed settings intended to reduce headache symptoms related to factors such as excessive brightness, motion sensitivity or audio levels – factors that gamers can adjust if they’re aware of them.

Seven customizable guides were created for different gaming genres, while an online video was promoted on YouTube and cut down for Twitch, Amazon and Discord. To boost awareness, gaming influencers on Twitch demonstrated the settings.

The Twitch engagement benchmark was surpassed by 400%, with 14,000 clicks
to the landing page.

Credits

Anthony Chelvanathan – Chief Creative Officer, Edelman Canada
Anna Nowak – Senior Vice President, Strategy, Edelman Canada
Shauna Roe – Creative Director, VP, Edelman Canada
Ioana Brain – Senior Designer, Edelman Canada
Natee Likitsuwankool - Creative Director, VP, Edelman Canada
Elma Karabegovic, Creative Director, Edelman Canada
Tamara Sulliman – Vice President, Head of Production & Creative Operations, Canada
Catherine Santos – Vice President, Integrated Brand, Edelman Canada
Shantelle Pereira – Senior Account Manager, Brand, Edelman Canada
James Lachno - Vice President, Edelman Canada Head of Social & Content, Digital
Peter McIntyre – Vice President, Digital, Edelman Canada
Evan Wong – Account Manager, Digital, Edelman Canada
Jessica Lee – Vice President, Influencer Marketing, Edelman Canada
Jennisha Shah - Senior Account Manager, Influencer Marketing, Edelman Canada
Gabriel-Lee Steed - Account Executive, Influencer Marketing, Edelman Canada
Greg Vanier – Head of Crisis and Risk, Canada
Margo Hicks – Program Manager, Canada
Agency Partner: Publicis