Engaged Community

This category is about managing effective, engaged communities.  Entrants will be brands that are creating content, experiences, and platforms that get their communities to grow, act or amplify messaging in a way that directly relates to the brand's goal.

2020 GOLD

SickKids VS - Crews

The Vs campaign was introduced to help SickKids Hospital with the largest healthcare fundraising initiative in Canadian history–raising $1.3 billion needed to build a completely new SickKids. And it’s a fight we are winning; the campaign has been incredibly successful to date. Yet somewhat ironically, this success also now meant Vs had to evolve for us to keep winning. This case demonstrates how a move from mass to micro targeting at scale allowed us to reach new audiences, motivating them to join SickKids fight and keep breaking fund-raising records.

Brand: SickKids Foundation
Client: SickKids Foundation
Agency: Cossette
Language: English

2020 GOLD

World Pride 2019

For WorldPride 2019, Mastercard had its biggest opportunity yet to deliver real change for the LGBTQIA+ community. We shone a light on the most marginalized within that community—transgender and non-binary individuals—to identify a pain point too often brushed aside. With a product innovation (True Name) and a symbol of inclusion (Acceptance Street), we offered a simple yet powerful solution. The result was a tremendously positive response within the LGBTQIA+ community and real change driven within the financial services industry.

Brand: Mastercard
Client: Mastercard
Agency: McCann New York
Language: English

2020 SILVER

The Healing House

Healing house re-ignited a conversation around HIV stigma. Trained by the Toronto Blue Jays RMT, our HIV+ healers brought Canadians in close proximity with their biggest fear: being touched by an HIV+ human. Our event generated more social conversation in 3 days about HIV stigma in Canada than in all of 2018. We reached 66% of Canadians and created 538 stories globally. Most importantly, our healers changed the perception of the 77% of participants who had been touched by them.

Brand: Casey House
Client: Casey House
Agency: Bensimon Byrne
Language: English

FINALISTS

Ožujsko beer Kumovi

Tarjeta Premia-BHD Premiadores

Salami Súper Especial Induveca La Expectativa Que Nadie Se Esperaba