Cass Zawadowski, CCO at Wunderman Thompson Canada, reflects on five Canadian projects that successfully experimented with finding solutions
I am moved by work and by brands that are solving world problems - more particularly, solutions that impact and reflect culture, drive action and have earned media potential. It’s for these reasons that I’m High Fiving all of this work...
YMCA - 'Add the M'
While brands are jumping on the gender disparity bandwagon, I love that this idea embodies the notion of ‘being the change you want to see’. It's a smart and simple idea with a huge impact.
Canadian Centre for Child Protection - 'The Unwanted Film Festival'
Agency: No Fixed Address
This powerful piece not only brought awareness, but it moved me to action. Simply put, I think that’s what great work does. Drives emotion, drives action.
White Ribbon - 'Day After Day'
Agency: Bensimon Byrne
Post: Rooster x Fort York x Alter Ego
Sound: Berkley Inc. Studios
We often say that it’s just advertising, and we’re not saving lives. However, the best work in our industry has the power to do just that.
Tim Horton’s - 'Timbiebs'
Agency: GUT Toronto
Production: Boy In The Castle
Director: Colin Tilley
Post: Rooster x The Vanity
Sound: Grayson Music
This campaign landed on people.com, Hypebeast, and of course, won at Cannes. Two Canadian icons coming together to make you smile. Sometimes you don’t need more than that.
The Institute for Canadian Citizenship - 'Disparity Coin'
Agency: Wunderman Thompson Canada
Sound: Pirate Audio
My favourite category at Cannes Lions is Creative Data, and it’s because of work like this. Work that takes information and serves it up in a way that’s engaging, innovative, and most importantly, effective.