2026 Winner
GoldInfluencer/Talent Marketing
GoldSocial Media
SilverCommunity Building
Daily Bread Food Bank
"The CDB Diet"
Leo Toronto
"The CDB Diet"
Leo Toronto
The Canada Disability Benefit launched at just $6.67 a day, an amount that falls far
short of covering basic living costs, prompting Daily Bread Food Bank to find a way to
drive public pressure for change. Rather than argue policy, it focused on making the
reality of the benefit impossible to ignore by tapping into culture. “The CDB Diet”
hijacked the popular “What I Eat in a Day” format on social, launching as a fake
wellness trend that challenged Canadians to live on $6.67 a day before revealing the
truth behind it. The campaign spanned influencer partnerships, social content and a
dedicated platform, and extended into targeted OOH around Parliament Hill and direct
outreach to MPs, including food boxes that made the daily limit tangible. It generated
16.8M impressions, drove more than 64,000 emails to MPs and was referenced eight
times in Parliament, ultimately contributing to $115.7 million in new federal funding.
short of covering basic living costs, prompting Daily Bread Food Bank to find a way to
drive public pressure for change. Rather than argue policy, it focused on making the
reality of the benefit impossible to ignore by tapping into culture. “The CDB Diet”
hijacked the popular “What I Eat in a Day” format on social, launching as a fake
wellness trend that challenged Canadians to live on $6.67 a day before revealing the
truth behind it. The campaign spanned influencer partnerships, social content and a
dedicated platform, and extended into targeted OOH around Parliament Hill and direct
outreach to MPs, including food boxes that made the daily limit tangible. It generated
16.8M impressions, drove more than 64,000 emails to MPs and was referenced eight
times in Parliament, ultimately contributing to $115.7 million in new federal funding.
Credits
Creative Agency: Leo Toronto and Leo DesignPresident: Ben Tarr
Managing Director: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
Chief Creative Officer: Angus Tucker
Managing Director, Strategic Growth & Operations: Anchie Contractor
Executive Creative Director/Copywriter: Kohl Forsberg
Creative Directors: Tyler McKissick, Dylan Wagman
Associate Creative Director/Copywriter: Appanna Chetranda
Senior Art Director: Francin Cruz
Senior Design Director: Matt Boyd
Design Director: Marcelo Hong
Designer: Donna Liu
Group Strategy Director: Ryan Roberts
Senior Strategist: Alex Singleton
VP, Group Director: Kim Le
Account Directors: Krzysztof Iwanicki, Simon Fernandes
Account Managers: Tien Truong (MSL), Andrea Trias
Account Associate: Yasmin Ansari (MSL)
Production: Leo Productions/Le Pub
VP Integrated Production: Gord Cathmoir
Broadcast Business Manager: Lisa Devine
Executive Producer: Janice Rebelo
Producer: Marisa DeBartolo
Post Producer: Julie Neff
Senior Editors: Peter Guzda, Jeff Poremba
Audio Engineers: Gabriel Rondeau, Marc-Andre Charbonneau
Audio Producer: Elyse Brunette
Manager, Print Production and Studio: Kevin Stephen
Project Director: Thomas Degez
Associate Director, Digital: David Freedman
Print Producer: Carly Price
Digital Project Manager: Dalise Torres
Client: Daily Bread Food Bank
CEO: Neil Hetherington
Interim VP, Marketing and Communications: Joanna Dwyer
Interim VP, Research and Advocacy: Rose Butler
Marketing and Communications Manager: Giao Chau