2026 Winner

In Alberta, gangs are recruiting kids as young as 12, often framing membership as belonging or protection, while the real risk comes from within the gang itself. Traditional anti-gang messaging struggles to reach this audience: if it feels staged, it’s ignored; if it’s too graphic, it’s avoided. “Dang, You’re in a Gang” sidestepped that by using animation to create a fictional gang of animals, giving young viewers enough distance to engage. Across six 15-second films, a character named Newbie is put through a series of “tests,” each one revealing the internal violence, pressure and hierarchy that define gang life. Moments that would be traumatic in live action are rendered as simplified animated events, allowing the idea of violence to land without overwhelming the viewer. That balance made the message both watchable and clear, with 66% of kids reporting they would avoid joining a gang after seeing the work, and 320 seeking help for themselves or someone they knew through the organization’s resources. By packaging hard truths in a format kids wouldn’t turn away from, the campaign made the risks of gang life more accessible.

Credits

TBWA\Canada

Eva Polis, Executive Creative Director
Adnan Huseinovic, Design Director
Paul Lemmerick, Copywriter
Hilary Zak, Digital Design Lead
Paul Porras, Graphic Designer
Nadine Morris, SVP Strategy
Andrew Moschuk, Group Account Director
Wafia Ramprashad, Account Supervisor

Omnicom Productions
Debbie Shinehoft, Executive Producer
Neelisha Patel, Production Designer

Gimmick Studio
Grayson Music