2025 Winner

A Liberation75 study recently revealed some troubling statistics: one in three North American youth believe the Holocaust was exaggerated or, worse, completely fabricated. To combat this, Liberation75 launched a powerful campaign called “Young Again, Never Again” that urged Canadian ministers to mandate Holocaust education in Grade 6 – when students are old enough to understand the topic but are still shaping their values. To make survivors’ stories impossible to ignore, the team “aged back” five victims of the Holocaust using AI, transforming them into children again. With restored childhood photos and voice manipulation, survivors retold their harrowing experiences as their younger selves, making their stories resonate deeply with kids and lawmakers alike. These emotional, visual narratives were used to create lesson plans and print assets, as well as direct mail that was sent to ministers nationwide. The campaign helped secure a mandate in Manitoba and reinforced Ontario’s existing one, advancing Liberation75’s mission to create a kinder world through education.

Credits

TBWA\Canada – Agency
Adam Reeves, CCO
Eva Polis, Executive Ceative Director
Howard Poon, VP, Design
Adnan Huseinovic, Design Director
Dax Fullbrook, Senior Art Director
John Naboye, Graphic Designer
Hilary Zak, Digital Design Lead
Eva Polis – Senior Copywriter
Paul Lemmerick, Copywriter
Denise Williams, Group Account Director
Zech Del Rosario, Account Executive
Debbie Shinehoft, Director of Production
Dale Spychka, Senior Production Artist
Steve Emmens, Managing Director
Mark D' Amico, Editor
Rose Lipszyc, Survivor
Georgine Nash, Survivor
Andy Reti, Survivor
Judy Weissenberg Cohen, Survivor
Gershon Willinger, Survivor
Sean Kopen , Director of Program Management
Kathy Shapka, VP, Media Director
George Strakhov, AI
Bronson Petrovic, Digital Strategist
Eve Remillard-Larose, CEO

PostPro Media:
Kylie Kumar, Editor
Melanie Snagg, Editor
Jason Taylor, Editor

Undefined/Radke
Framestore
Company3
Eggmen - Sound Design/Mix
The Ski Team
Koko Production

Justine Apple Photography
Jigsaw Casting
PosterTech
NexGen Graphics
Flip9