2026 Winner

Newcomers to Canada often arrive with strong financial histories that effectively disappear at the border, leaving them unable to access basic services like housing, banking or connectivity. For Rogers, a brand built on connecting people, this gap ran counter to both its purpose and growth ambitions. Instead of addressing it through messaging, Rogers wanted to introduce a new approval model that recognized international credit histories, allowing qualified newcomers to access credit and essential services from day one. The process was developed end-to-end for accessibility and trust, with simplified applications, multilingual support and frontline training for consistency across digital, retail and service channels, supported by outreach through settlement organizations and multicultural media. The initiative drove a 330% increase in credit card applications and a 207% rise in approval rates, while enabling thousands of newcomers to access services immediately. It replaced a moment of exclusion with one of recognition, making it easier for newcomers to begin building their lives in Canada.

Credits

Vinicius Dalvi, Chief Creative Officer
Victor Yves, Head of Art
Ian Simpson, Group Creative Director
Catherine Allen, Group Creative Director
Tim Hopkins, VP, Strategy
Serene Gaspar, EVP, Managing Director
Bobby Malhotra, EVP, Managing Director,
Mary Chambers, Chief Strategy Officer
Ngaio Potts, SVP, Brand Director
Plinio Campos, Group Account Director
Rachel Dickey, Account Director
Nathen Ping, Associate Creative Director
Hailey Ireland, Copywriter
Greg Roumanis, Associate Creative Director
Emily Nixon, Associate Creative Director
Janice Bisson, Senior Producer
Helder Defreitas, Creative Director
Jon Webber, Creative Director
Terry Theofilactidis, VP Commercial Content & EP Publicis Studios
Alex Chan, Photographer
Jason Rooney, Senior Graphic Artist
Shahid Qureshi, QA Manager
Calvin Young, Senior Proofreader
Kirit Patel, Manager, Proofreading/QA
Catherine Mazerolle, Manager, Image Editor
Maria Goss, Print Production Manager
Angeli Pineda, Editor
Ibnul Sarker, Junior Colourist
Adam Kemp, Colourist
Lívia Aprá, Motion Graphics
LePub Montreal, Audio
Rebecca Burtnik, Post Producer