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Giving Gene

Giving Gene is a bold fundraising and awareness campaign that explores why people give. The national campaign offers Canadians the opportunity to test their DNA by purchasing a Giving Gene Kit from and find out if they've inherited the "Giving Gene," a genetic polymorphism that can determine a person's altruistic tendencies. Giving Gene Kit proceeds go directly to Easter Seals Canada, helping the organization continue providing life-enhancing services to Canadians living with disabilities. Unlike other fundraising campaigns, the Giving Gene appeals to humans' innate curiosity and offers supporters the gift of self-discovery.


Advertiser: Easter Seals Canada

President and CEO: David Starrett

Creative Agency

Creative Agency: J. Walter Thompson Canada

Copywriter: Shane Rodak

Art Director: Alec Carluen

Planner: Matt Ball

Producer: Julian Weiman

Executive Creative Director: Ari Elkouby

Chief Creative Officer: David Federico, Josh Budd

Head of Print Production: Nicola Martin

UX Designer: Alan Pang

Account Team: Sasha Bricel, Marli Bennett, Lindsay Rudman, Ariela Gutfrajnd

Design: Pawel Rokicki

Head of Broadcast/Senior Director: Shenny Jaffer

Print Producer: Kim Fijan

Head of Digital Production: Kawal Singh

Production Company

Production Company: Frank Films

Director: Nicolina Lanni

Post Production / VFX

Post Production Company: SAUCE


Music Company: Pirate


PR Agency: H+K Strategies

Genre: Digital