2025 Winner

Wildfires often start where we hike, camp and canoe. However, traditional detection systems miss these populated areas, focusing instead on remote wilderness. To close that gap, sustainable apparel brand Tentree launched “Following Wildfire.” Using a custom AI algorithm trained on wildfire imagery and environmental data, Tentree scanned Instagram posts tagged in outdoor locations, analyzing them for early signs of fire. When the system flagged a potential threat, a human moderator reviewed the post before alerting local fire authorities. The result? Over 24,000 photos scanned and
211 early-stage fires identified.

Credits

tentree
Co-founder & CEO: Derrick Emsley,
Senior Brand Director: Wendy Kubota

Dentsu Creative
CEO: Stephen Kiely
President & Chief Creative Officer: Jordan Doucette
Chief Strategy Officer: Rafik Belmesk
Chief Client Officer: Dimitra Georgakis
Executive Creative Director: Ryan Egan, Maxime Sauté
Art Director: Maxime Sauté
Copywriter: Ryan Egan
Designer: Maxime Sauté
SVP, Studio & Operations: Kristie Filipp
VP, Client Management: Josie Daga
Executive Producer: Cynthia Cyr
Director, Broadcast and Content: Rob Lazar
Account Manager: Cloe Boulianne
SVP, Communications: Kate Dobrucki
Director, Communications: Lisa Gamble
Brand Strategist: Libby Sutherland

iProspect
Chief Client Officer: Tracey Johnson
Group Account Director: Leona Hobbs
Senior Planner: Danika Smith

Amplifi
President, Media: Nicole Brown
VP, Partnership & Media Compliance: Krista Furlano

Reflektor
CTO: Max Rusan
Lead Developer: Luc Palombo
Head of Production: Simon Conlin
Producer: Ryan Kelly
Creative Direction / User Interface Design: Glenn Catteeuw
Creative Developer: Rogier de Boevé
3D Production: Carlos Garcia
Front End Developer: Shiqi Wu
Project manager / Research: Koji Saeki

Cypher Audio
Audio Design: John Black
Audio Production: Julie Neff

Saints Editorial
Editor: Nick Coleman
Producer: Phoebe Lorimer
Executive Producer: Mackenzie Goodwin

Darling Colour & VFX
Motion Graphics - James Reid
Online Producer - Will Culverwell

Grayson Music
Senior Producer - Nicholas Shaw
Executive Producer / Partner – Kelly McCluskey

Pomp & Circumstance
Creative Director, PR: Lindsay Mattick
Account Manager, PR: Jennifer Dunsmore

EGS PR
President: Effie Giannou
Account Manager, PR: Jennifer Ahken

Media Partners
Billups: Abhishek Mehta
Corus: Melissa Lorway, Brittany Schreyer
Post Media: Neil Cartagenise
Samsung: Jenna Sorgente
MiQ: Steve Nishida
Native Touch: Jennifer Hall, Saad Uddin
Pelmorex (The Weather Network): Jennifer Hawtin