High Five: A Resurgence of Powerful Canadian Advertising
It is a daunting assignment to pan through the landscape of ads in the Canadian marketplace in 2022 in search for five ads that are worthy of attention - ads that are indeed noteworthy. This past year, perhaps more than ever before, has seen Canadian ads that are truly remarkable. We are emerging from a rocky pandemic with a resurgence of powerful advertising. This has caused me to focus on five ads that talk about how powerful and meaningful companies with real products and services have sought to look at the world and society in a different light - how can we make a difference? I find it uplifting and worthy that some ads this past year have put needs in our communities into a meaningful focus. They challenge us to be better. They lift our minds and our awareness of others in a positive way. They make our world a better place by offering meaningful help where it is really needed...
Budweiser Canada - '#TapeOutHate'
Agency: Anomaly Toronto
'#TapeOutHate' is a campaign from Budweiser Canada, helping the Hockey Diversity Alliance pursue its goal of eliminating systemic racism and intolerance in hockey. It includes hockey tape bearing the message "Racism has no place in hockey” and the hashtag #TapeOutHate.
Canadian Down Syndrome Society (CDSS) - 'The Mindsets Papers'
Agency: FCB Toronto
It's a first-of-its-kind research study to collect data to examine whether physical and brain exercise should be an integral part of cognitive therapies for people with down syndrome.
BMO - 'GearUp'
Agency: FCB Montreal
BMO launched 'GearUp', a new program to provide young players with universal access to soccer through the donation of refurbished soccer equipment.
Black & Abroad - 'The Black Elevation Map'
Agency: Performance Art Canada
Production: Alfredo Films
Sound: TA2 Sound + Music
The platform takes cultural data, including Black population data, historical markers, Black-owned businesses and social media activity, and visualises it as points of interest on a dynamic, searchable elevation map of the United States. The greater the density of data, the higher the elevation.
BBPA - 'The Micropedia of Microaggressions'
Agency: Zulu Alpha Kilo
Microaggressions are everyday subtle put-downs, assumptions and comments that, regardless of intentions, are hurtful, insulting and damaging. The goal of 'The Micropedia of Microaggressions' is to bring awareness to this hidden issue by equipping people with an understanding of one of the most common forms of discrimination - microaggressions - and to support training and education on equity, diversity and inclusion.
