2026 Winner

With limited awareness, the Amputee Coalition of Canada needed a way to break into mainstream culture and drive meaningful support for the limb-loss community. The strategy tapped into the booming online market for feet pics, reframing a widely discussed – and monetized – subculture into a force for fundraising. “FeetFunder” launched on International Prosthetics Day, featuring ACC members as foot models across popular platforms, while a dedicated campaign site allowed broader audiences to purchase images as direct donations. The idea was supported by social-first video, OOH, digital and PR, generating more than 4M impressions, achieving a 22% social share rate and funding 25 new peer support workers.

Credits

AGENCY: Sid Lee
• Global President and CEO: Marie-Lise Campeau
• Chief Creative Officer: Ali Stewart
• President & Chief Creative Officer, North America: Johan Vakidis
• EVP of Client Partnerships, North America: Marianne Pizzi
• Executive Creative Director: Matt Fraracci
• Creative Directors: Alex Bird & Tim Zimmerman
• Group Account Director: Matt Allen
• Account Supervisor: Tom Peake
• Head of Production Toronto: Jen Mete
• Producer: Lauren Sloan & Salar Babaeiha
• Production Coordinator: Tofu Awonaike
• VP, PR & Influencer Marketing: Paulami Mehta
• Senior Account Manager, PR & Influencer Marketing: Emily Callahan
• VP, Head of Strategy, North America: Shereen Ladha
• Senior Strategist Digital & Content: Nico Wlock
• ACD, Content: Karen Chau
• Senior Content Manager: Taylor Stone
• Content Creator: Dorene Arcayos
• Content Creator: Estella Chiu
• Brand Manager: Agnes Ryoo
• Head of Resourcing: Kyra Cohen
• Sr. Creative Services, Manager: Justin Hewitt
• Head of Production MTL: Carolyne Goyette
• Post-Producer: Salar Babaeiha
• Assistant Editor: Hugo Dumas
• Sr. Video Editor: Benoit Marcoux + Daniel Daigle
• Post-production Coordinator: Emma Rozenblum
• Technical Assistant: Jimmy Lambert

MEDIA: Panolopy Media

CLIENT: Amputee Coalition of Canada
• Strategist: Bianca Di Loreto
• President & Co Founder: Bobby Destounis

PRODUCTION COMPANY: Four Ninety Films
• EP: Graham Beasley
• DP: Aaron Sameby
• Swing: Jack Witkor

COLOUR: Kookaburra colour
• Colourist: Yurizen Cabrera
• Producer: Melody Chan

AUDIO: Textures Sound
• Sound engineer: Steven Ejbick

VFX/ONLINE: Pinky Swear VFX
• VFX Artist: James Andrews
• Executive Producer: Airees Angellakis