2026 Winner

For Canadian Blood Services, nearly half of donations came from Canadians aged 50-plus, while younger audiences remained disengaged. Instead of a traditional campaign, the solution was cultural: “The Blood Drop,” a limited-edition, donation-friendly sweater created with Peace Collective. Featuring a zipper sleeve that lets you donate without taking off layers, it removed a key friction point while tapping into drop culture through social, influencers and PR. The campaign generated more than 4.3M impressions and 200,000 site visits, but more importantly, delivered impact: 20,000 new donors, 31,000 lapsed donors reinstated and a 9% lift in plasma bookings.

Credits

CLIENT: Canadian Blood Services

Moira MacIntosh — Director, Integrated Marketing
Kimberly Shaughnessy — Director, Associate Marketing, Strategy & Activation
Mary James Fisher — Manager, Corporate Brand & Reputation
Jana Swedburg — GTM Marketing Manager

AGENCY: Diamond
Craig McIntosh — Chief Creative Officer
Jaimes Zentil — Chief Creative Officer
Hayley McOstrich — Associate Creative Director
Anton Mwewa — Associate Creative Director
Hayley McOstrich — Writer
Anton Mwewa — Art Director
Max Neiman — Writer
Alison MacVean — Art Director
Mark Graham — Head of Production
Haley Stefan — Senior Producer
Serena Harding — Producer
Lori Davidson — Chief Strategy Officer
Karlina Bear — VP, Strategy
Anna Petrova — Strategy Director
Rebecca Flaman — EVP, Client Partner
Colleen Kelly — VP, Group Account Director
Blair Weyersberg — Group Account Director
Alice Fortuniak — Account Supervisor
Carly Gilpin — Account Executive
Erin Banting — VP, Strategy
Erin Voth — Director, Influencer Marketing
Natalie Monaco — Senior Influencer Strategist

PRODUCTION COMPANY: Scouts Honour
Simon Dragland — Executive Producer
Rita Popielak — Executive Producer
James Michael Chiang — Director
Alice Stephens — Director of Photography
Simon Dragland — Line Producer
Rita Popielak — Line Producer
Kate Day — Wardrobe Stylist
CASTING: Jigsaw Casting
Shasta Lutz — Casting Director

VFX / ONLINE: Tantrum Studio
Dominik Bochenski — Creative Director & Colourist
Dan Ciancone — Online
Davide Di Santo — Compositor
Bala D — Compositor
Braden Wannamaker — Online/Comp Assistant
Victoria Holt — Executive Producer
Margarita Reynes — Producer

EDITORIAL: Nimiopere
Jeffrey Sarkodie — Editor
Jenna Edwards — Executive Producer

SOUND DESIGN / MIX: Pirate
Vanya Drakul — Sound Director
Keith Ohman — Engineer & Sound Design
Danica Bansie — Music Supervisor
Maggie Blouin Pearl — Executive Producer

PR: Agnostic
Sherri-Lyn Brown — Senior Vice President
Makenzie Biddie — Associate Director
Ellie Pepper — Account Manager

SHIPPING / KITTING VENDOR: Media Incite
Ashley Sellouk — Head of Growth and Strategy

RETAILER: Peace Collective
Yanal Dhailieh — Founder