2025 Winner

With fewer than 1% of senior executives in Canada coming from the Black community, the Afrodescendant Leadership Alliance (ALA) – a non-profit dedicated to empowering young Black leaders – set out to help bridge the gap at the ALA 2024 Gala with “AI Mentors.” The campaign was an immersive, interactive installation that featured dynamic lighting, spatial sound design and projection mapping to bring the wisdom of Black icons directly to the next generation. Attendees engaged one-on-one with an AI trained on more than 200 speeches by legendary Black leaders, including Martin Luther King Jr., Maya Angelou and Nelson Mandela. The AI generated 1,440 history-backed responses, creating personalized, inspiring moments for each guest.

Credits

AGENCY: Cossette
EVENT AGENCY: Oxygène
CLIENT: Alliance for Afrodescendant Leadership

PRESIDENT, PLUS COVENTURE STUDIO: Sabaa Quao
CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
SENIOR VICE-PRESIDENT, BUSINESS: Jean Hugo Filion
VICE-PRESIDENT, DIGITAL STRATEGY & TECHNOLOGIES: Louis-Philippe Mathieu
AI DEVELOPMENT DIRECTOR: David Fréchette
VICE-PRESIDENT,DESIGN AND BRANDING: Richard Bélanger
ASSISTANT CREATIVE DIRECTOR: Philippe Brassard
ART DIRECTOR, DESIGN: David Théroux, Isabelle Côté
COPYWRITER: Souléman Diallo
STRATEGY: Mateo Morin
PRODUCT OWNER: Catherine Bédard

POST-PRODUCER: Nasim Mousavi
MOTION DESIGN: Damien Thiebot

CLIENTS: Alexander Sinora, Perry Chuinkam, Roxane Ducasse