2019 Winner
TELUS
TELUS x SonReal "No More"
Cossette Media
SilverPublic Service - Best Use of Media - Best Integrated Campaign
Telus knows that cyberbullying takes place on its devices. While it can’t control what people do with their phones, in 2018 the telco took a stand with the #EndBullying pledge, which was designed to make its network a safer place. To stand apart and connect with a young audience that largely ignores advertising, Telus partnered with Juno-nominated rapper SonReal to co-create a song, “No More,” and release it during Anti-Bullying Week. The rapper did a national press tour with iHeartRadio and performed to 20,000 young people on WE Day, while a French version of the song from French-canadian singer/songwriter Safia Nolin was also created. Telus received two million pledges – double its target – and “No More” became the fastest SonReal video to hit one million views.
Credits
Media Agency: Cossette Media/ Greenhouse Director Connections Strategy: Tim Beach Media Manager: Alessia Grosso Junior Media Planner: Diana Urso Broadcast Manager: Ivona Richert-Hugo
Creative Agency: The&Partnership Client: TELUS Executive Creative Director: Ron Smrczek Creative Director: Noreel Asuro Art Director/ACD: Yvette Reitner Copywriter/ACD: Jake Bogoch Copywriter/ACD: Nabil Rachid Sr. Copywriter: Chris Down Sr. Art Director: Jamie Brand
Design Director: Kammy Ahuja Senior Producer: Angela Carroll General Manager: Jack Shute Account Director: Ashleigh McEwan Account Manager: Lauren McCord
Head of Strategy: André Louis Strategy Director: Melissa Boyd Digital Strategy Director: Lindsay Stanford
Video Production House: Westside Studio Director(s): Dave Delnea, Derek Shapton, Nikki Ormerod Director(s) of Photography: Stuart Campbell, Peter Hadfield, Executive Producer: Scott Houghton Line Producer: John Stevancec Editorial: School Editor: Daniel Bochenski Transfer/Online Facility: Alter Ego Colourist: Conor Fisher
Audio House: Eggplant Illustrator: Carson Ting Animation: Blame Your Brother
Photography Photography Studio: Westside Studio Photographer: Chris Gordaneer Producer: Taylor Bateman Retoucher: Ian Po
Music Song: No More – by SonReal
Client Director, Brand and Marketing Communications: Denise Bombier Sr Manager Marketing Communications: Annabel Pearce Marketing Manager Communications: Christine Baraniuk