2019 Winner
Drug Free Kids Canada
Practice Kids
FCB Canada
GoldPublic Service - Best Use of Content - Best in Branded Content
The fear of saying something wrong to their kids looms large in the minds of parents, which can leave them struggling to find the right words when a tough situation arises. So when Canada legalized cannabis, Drug Free Kids launched a platform that gave parents the chance to practice having “the talk” about weed, arming them with information and helping assuage fears that they’d screw it up. “Practice Kids” allowed parents to rehearse talking about the harms of cannabis with someone else’s kid and be prepared for every and all possible reaction. The campaign was activated with a live seminar, which was followed up with online sessions where real parents could video chat with practice kids. And parents did their homework: 35,000 Cannabis Talk Kits were requested from Practicekids.ca, an increase of 154%.
Credits
Nancy Crimi-Lamanna – Chief Creative Officer Sylvain Dufresne – VP, Head of Creative Jerome Bajulaz, Stéphane Gaulin and Sebastien Robillard – Art Direction Linda Dawe, Joël Letarte and Emily Wilkinson – Copy Writing Marie Nathalie Poirier – Planning Director Audraine Houel – Planner Joumana Oweida – VP, Managing Director Olivier Barreau, Renée-Maude Dostie – Account Directors Sandra Huynh – Account Executive Sébastien Dupaul – Motion Designer Ysabel Rodriguez and Jean-Denis Richard – Digital Production Catherine Dumas – Broadcast Producer Joseph Spilak – VP, Production Director Dominic Pimpare and Martine Robert – Graphic Design Bruce Ellise and Stan Paul – Project Managers (fuelcontent) Nabil Elsaadi – Retoucher (fuelcontent) Cinélande – Production House Zoé Pelchat – Director (TVC, capsules and stunt) Nicolas Fransolet – Director (capsules) & Photographer Benoît Jones Vallée – Director of Photography Michel Boily – Producer Post430 – Post Production BLVD – Audio Record & Mix
Jen McLeod, Melissa Legaspi, Jennifer Wasley, Line Atallah, Marie-Emmanuelle Khoury – Public Relations