2026 Winner

For Chinese international students in Canada, Lunar New Year is defined by distance: it’s celebrated 13 hours out of sync with family back home, turning a moment of togetherness into one of separation. Fido tapped into that tension by expanding the meaning of connection. Beyond providing a reliable way to call home, Fido aimed to help its Chinese audience feel at home where they are. “Make a Connection” followed a young woman spending the holiday in Canada, whose parents’ concern about her being alone shifts when they see her surrounded by friends who greet them in Mandarin and Cantonese, with technology playing a subtle supporting role. The film anchored the campaign across digital and video channels, maintaining a consistent narrative throughout the Lunar New Year period. The work delivered 36.66M impressions, 2.48M video views and 157,000 clicks. The campaign reinforced that connection isn’t just about staying close to home, but about finding belonging where you are.

Credits

Ethnicity Matters
Bobby Sahni - Partner & Co-founder
Lorraine Liu - Group Creative Director
Sophie Li - Senior Copywriter
Jimmy Ma - Senior Art Director
Siddhesh Desai - Account Supervisor
Chris Tsoi - Media Director
Jing An Hu - Media Planner
Kiki Zhao - Media Planner
Pon Lau - Studio Manager
Hoffman Yung - Sr. Production Artist

Rogers Communications Inc.
Agatha Wronecka - VP Brand & Marketing
Kate Warnock - Director, Brand - Wireless
Caroline Messier - Senior Brand Manager
Neil Sabnis - Senior Brand Manager
Thisany Kandasamy - Brand Specialist