2025 Winner

With growing fears around the impact of AI – from job loss to fraud – 71% of British Columbians now worry about falling victim to AI-driven scams. To address these concerns, the BC Securities Commission (BCSC) launched “We Are All Fucked,” a bold campaign that uses music to cut through the noise. The centerpiece: a full-length EP featuring six original tracks that educate listeners on common AI investment scams – including deepfakes, voice cloning, romance cons and crypto schemes. Drawing inspiration from classics and modern genres, the songs transform financial literacy into something memorable and shareable. The EP was also pressed on vinyl and mailed to investors. Designed to tap into cultural anxiety with humour and relatability, the campaign positions the BCSC as a helpful expert. Though only a week into launch at the time of submission, the campaign’s fresh, attention-grabbing approach is already striking a chord with investors and the public alike.

Credits

Agency: ONE23WEST
Chief Creative Officer: Rob Sweetman, Bryan Collins, Mo (Mooren) Bofill, Jeff Harrison
CD/Art Director: Ryan Semeniuk
CD/Copywriter: Kyle Waye
Agency Producer: Ryan Scott
VP, Managing Director: Jaime Nilsson
Account Services: Samantha Faloon, Maurine Cardoso
Digital Director: Sasha Abrams
Website Development: Matthew Pierce, Nicole Farley
Strategy: Jared Gill
Production Company: Radke
Executive Producer: Scott Mackenzie , Tony DiMarco, Max Yates
Line Producer: Gill Gardner
Director: Steve Ayson
DP: Tico Poulakakis
Editorial: Cycle Media
Editor: Matthew Griffiths
Online Editor: Rob Doucet
Colourist: Sam Gilling (BaconX Copenhagen)
Visual Effects: The Embassy
President: Winston Helgason
Head of Studio: Steve Woo
VFX Supervisor: Paul Copeland
Creative Director: David Casey
Compositing Supervisor: Alexey Alekhin
Producer: Danielle Kinsey
Associate Producer: Pushkar Atre
Rigging: Rafael Nunez
Lookdev: Gueschem Degni
Tracking: Wes Lee, Gueschem Degni
Animation: Wes Lee, Daniel Madina
Lighting: Gueschem Degni
Compositor: Alexander Reid
Compositor: Allan Morel