2026 Winner

Facing declining recruitment, the Canadian Armed Forces rethought how to reach potential candidates, shifting from physical centres to immersive digital spaces. “This Is for You” used a custom WebAR build to deliver high-fidelity 3D environments directly through mobile browsers, with no app required. By scanning a QR code, users could place a portal into their own space and explore interactive land, sea and air scenarios, engaging with equipment and career paths in a game-like format. The frictionless experience drove strong engagement, with users spending an average of three minutes inside the AR world and more than 16,000 new users joining during peak periods. More importantly, it translated into a 106% increase in applications across targeted roles.

Credits

Agency: Feast Interactive
Lucia Mariani, Chief Strategy Officer
Rob Vena, Chief Creative Officer
Ante Kovac, Creative Director
Samuel Ho Yin So, Art Director
Michael Knudson, Copywriter
McKenzie Gardiner-Armas, Account Supervisor
Favia Gonzalez, Senior Account Executive

Production & Tech Partner: Array of Stars
Cole Sullivan, Executive Creative Director
Alistair Leyland, Business Strategy
Max Rusan, Technical Director
Joshua Michie, Motion Director
Jonathan Brioschi, Senior Motion Designer
Won Choi, Interactive Designer
Glenn Catteeuw, Interactive Art Director
Jacob Karsemeijer, Director of Production
Leigh Lenchner, Senior Producer
Steph Montano, Director of Client Experience
Ben Clarke, Senior Creative Developer
Ryan Kidd, Interactive Developer
Shiqi Wu, Interactive Developer
Seyed Mohammad, Interactive Developer