2023 Winner

CASE SUMMARY

On February 24, 2022, Russia launched a massive invasion of Ukraine that caused catastrophic loss of human life. To help the people of Ukraine in their quest for democracy and progress, the non-profit organization Razom activated an emergency response fund and provided urgent assistance on the ground. They delivered tactical medical supplies, hospital equipment, and tech-enabled emergency response devices to facilitate aid delivery. Despite sending an average of 50 aid pallets per week and making 330 deliveries in the first two months of the war, the need for further aid and amplification of Ukrainian voices was immense.

To raise awareness and funds, Razom launched a campaign that made the war in Ukraine personal for Canadians. The campaign transformed familiar city landmarks into barely recognizable ruins and used QR codes to transport users to a web-based experience that allowed them to toggle between seeing the landmarks as they are today and what they could look like after the devastation of war. The campaign included integrated digital, TV, traditional and digital OOH, and social media efforts and was launched just under six weeks after President Volodymyr Zelenskyy’s powerful speech to the House of Commons.

The campaign delivered 231.5 million impressions worldwide within the first 24 hours and exceeded expectations by raising over 10 million dollars to support Ukrainians in their fight for freedom. These funds allowed Razom to provide critical aid, including 53,000 individual first-aid kits, 138 pallets of trauma medical supplies, 50 defibrillators, 3 ambulances, 23 paramedic trucks, 4,000 walkie-talkies, and 500 forensic rape kits. The success of the campaign demonstrated the power of personalizing a cause and engaging people to donate to something they feel a
personal relationship with.

Credits

Agency: Grey Canada / TANK Worldwide
Chief Creative Officer: Marty Martinez
Executive Creative Director: Mark Mason
Copywriters: Krista Raspor / Benoît Losier / Craig Redmond
Art Directors: Mark Mason / Camilo Monzón Navas
Designer: Eve Trudel-Lévesque
Chief Executive Officer: Marc Lanouette
Chief Marketing Officer: Jill Mastroianni
EVP, General Manager: Nicole Lupke
Director of Production: Neal Owusu
Digital and Technology Strategist: Jean-Philippe Georges
Senior Interactive Art Director: Alexandre Desjardins
Director of Social Strategy: Stephanie Granowicz
Head of Communications: Vanessa Grillot
Producer: Deena Archibald
Editor: Biko Franklin
Studio Manager: Patty Groff
Digital Web Agency: Kffein
Digital Web Agency CEO: David Guillemin
Project Manager: Valentin Arvis
Creative Technologists: Gabriel Corbel / Guillaume Tomasi
Visual Effects Company: Rodeo FX
Head of Art Department: Deak Ferrand
Head of Department Matte Painting: Frederic St-Arnaud
Environment Artist: Sarah Haddab
Video Post-Production Compositors: Nicolas Laprise Pellicelli / Caroline Brien
VFX Supervisor: Erik Gagnon
Video Post-Production Producer: Carolie Legault-Lanouette
PR Company: Hill + Knowlton Strategies
PR Company Vice-President, Quebec: Patrice Lavoie
PR Company Senior Advisor: Maxime Belanger
Media Company: Group M
Client: Razom
Human Rights Defender: Kamila Orlova