2025 Winner

Tentree, an apparel company that plants trees for every item sold, wanted to help prevent wildfires. “Following Wildfire” encouraged Canada’s Instagrammers to post their outdoor photos, which can carry subtle signals of wildfires. A moderation team reviewed images flagged by an AI-powered algorithm that scanned photos in real time, and the team then reduced false positives before alerting fire authorities to the nascent fires. The campaign – across social media, OOH, TV and partnerships with outdoor creators – led to 211 fires being caught and was lauded by various authorities as a scalable model that could be replicated across other regions.

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