Challenge: The Alarming Rise of Food Insecurity in Canada

Food insecurity has reached unprecedented levels across Canada, with rising food prices playing a significant role in the growing crisis. According to Food Banks Canada, food bank usage hit its highest point in 2022, a troubling sign of the times. As inflation squeezes household budgets, more Canadians are turning to lower-priced, processed foods, which are often less nutritious. This shift presents a significant challenge: How can Canadians afford healthy, nutritious food when it seems increasingly out of reach?

Solution: The Inflation Cookbook – Your Guide to Healthy Eating on a Budget

Enter the Inflation Cookbook, an innovative grocery shopping tool designed to help Canadians navigate the unpredictable landscape of rising food costs. This platform is not just a cookbook; it’s a powerful tool that predicts weekly price drops on groceries and generates chef-inspired, nutritionist-approved recipes based on those discounted ingredients. By harnessing real-time price data, the Inflation Cookbook transforms the volatility of food prices into an opportunity for healthy and delicious savings.

Tracking prices for over 400 ingredients across major retailers in 80 locations, the Inflation Cookbook’s adaptable platform is built for expansion. Its data-driven approach means it can easily be tailored to different regions and markets, extending its benefits beyond Canadian borders. This versatility makes it a valuable resource for budget-conscious consumers around the world, ensuring that everyone has the information they need to make nutritious choices without breaking the bank.

The Inflation Cookbook not only empowers Canadians to eat healthily for less, but it also reflects the values of its creator, SkipExpressLane, a food delivery app committed to providing well-priced, fresh groceries. In partnership with Food Banks Canada, this initiative champions access to affordable, nutritious food for all.

Results: Significant Savings and Widespread Impact

Since its launch, the Inflation Cookbook has made a considerable impact on Canadian families:

• $21.8 million in projected total savings for Canadian families by December 2023.
• 28,600 weekly users benefiting from the tool.
• 400 million media impressions, highlighting its reach and influence.
• 355+ pieces of press coverage, spreading the word about this innovative solution.

As food insecurity continues to be a pressing issue in Canada, the Inflation Cookbook offers a practical, data-driven solution to help Canadians eat healthier while spending less. By turning the challenge of rising food prices into an opportunity for savings, it’s not just helping to fill plates—it’s helping to nourish a nation.

Credits
Agency: Dentsu Creative, Canada
Client: SkipTheDishes
Brand: Skip Express Lane

This campaign is about:
Food insecurity in Canada, Rising food prices, Healthy eating on a budget, Inflation Cookbook, Affordable nutritious meals, Grocery price tracking, Budget-friendly recipes, Real-time grocery savings, Digital Campaign

Why Femicide Demands Urgent Attention:
Femicide is an emergency that demands immediate action. The brutal statistics reveal a chilling truth – a woman or girl is violently killed every two days in Canada, primarily by men, fueled by deep-seated misogyny. It is the ultimate expression of control over women, dictating their fate and tragically, their demise.

The Role of Misogyny:
Misogyny, the hatred of women, is a global catalyst for femicide. Understanding this root cause is crucial in addressing the issue at its core. Femicide, the most extreme manifestation of male violence against women, cannot be ignored any longer.

The Need for Official Recognition:
Despite its prevalence, the term ‘Femicide’ is yet to be officially recognized in Canadian legislation. Acknowledging this crisis is the pivotal first step towards tackling it head-on. Femicide is real, and it is happening in Canada – turning a blind eye will not make it disappear.

Femicide: A Manifestation of Gender Inequality:
Femicide is not an isolated act but is deeply connected to gender inequality, patriarchy, and colonialism. It thrives on entrenched beliefs about the roles of women and men. The killings of women and girls must be recognized as hate crimes, driven by misogyny and a desire to exert power and control.

Understanding Femicide Indicators:
To effectively prevent femicide, it is essential to recognize the warning signs. In 84% of cases in Canada, killings of women and girls by a male involved at least one indicator of femicide. Some common indicators include misogynistic beliefs, recent separation from a partner, prior violence, coercive-controlling behaviors, illegal exploitation of the victim, sexual violence, overkill, and the disposal of the body in a public place.

Conclusion:
Femicide is a pressing issue that requires immediate attention. The Body Bag For Her urges the Canadian government to officially recognize femicide, take meaningful steps to address its root causes, and declare it a national emergency. Together, we can work towards ending femicide and creating a safer, more equitable future for women and girls across the country.

Credits
Client: Aura Freedom International
Executive Director: Marissa Kokkoros
Advertising Agency: Forsman & Bodenfors
Production Company: Folktale Films
Head of Creative: Glen D’Souza
Creative Director: Kate Thornloe
Senior Art Director: Alexandra McGuirk-Penedo
Senior Copywriter: Darby Clarke
Designer: Brittany Hall
Head of Strategy: Andrew Carty
Integrated Producer: Jason Pearson
Managing Director: Julien Bissuel
Head of Business Partnerships: Tyler Kawa
Client Supervisor: Hannah Casey
Client Manager: Simran Baig
Director of Content: David Quach
Assistant Editor: Jamie Emmanuel
Senior Production Artist: Dee Flores

Production Artist: Amyna Jiwani

PR: Veritas Communications
President & CEO: Krista Webster
Executive Vice President
General Manager: Nina Kalos
Vice President Group Account Director: Julia Perreira
Senior Account Manager: Cheyenne Freitas
Consultant: Tori Krafczek

Media: Twenty6Two
Media Supervisor: David Johnston
Media Planner & Buyer: Nikki Cutler

MMI
Associate Director, Media: Jessica Petty

Production Company: Folktale Films

Director: Geneva Pesch

Director of Photography: Jesse Louttit

Line-Producer: Kyle Welton

Executive Producer: Tom Evelyn
Executive Producer: Hubert Davis
Editorial: Nimiopere
Editor: Bryan Reuben
Assistant Editor: Aiden Gugula
Executive Producer: Julie Axell
Executive Producer: Paula Hicks



Sound + Music: TA2 

Audio Director: Jeff Lurie

Engineer: Adam Ive

Executive Producer: Christine Leslie



Colour/VFX: Alter Ego
Senior Colourist: Wade Odlum
Colour Assistant: Malini Khotsiphom
VFX Artist: Jake Hussey
Post Producer: Spencer Butt

Additional Footage 

Photography: David Quach

Photography: Alexandra McGuirk-Penedo

Video: Kobi Ntiri



Marketing Materials
TPH
Assistant Manager: John Bancoro


Bag Manufacture: Cactus Sewing
Studio
Designer: Kristin Somborac

Builder: Melinda Dempster 


This campaign is about:
Femicide, Canada, Women’s Safety, Gender Equality, Misogyny, National Emergency, Government Action, The Body Bag For Her, Ending Violence, Female Empowerment, Gender-based Violence, Advocacy, Canadian Legislation, Women’s Rights, Awareness Campaign, Preventing Femicide, Urgency, Social Justice, Public Interest campaign.

Domestic violence cases peaked during the pandemic as most victims were trapped with abusive partners. One of the hardest things to do in such situations is to get help without hinting at the abuser, as any indication of the victim getting help or looking for opportunities to escape will lead to more violence.

What if smart speakers like Google Home can help rescue victims of domestic abuse? Google partners with BWSS (Battered Women Support Service) to create custom safe word commands for all smart speakers. The assistant will be triggered as soon as the safe word is used and will alert the BWSS hotline for help. For the legitimacy of each alert, it will also record the live conversation from the moment the safe word is used.

This is SPEC WORK and has not been commissioned by the brand. It has recently won a Silver Cube at Young Ones ADC and was also shortlisted for ANDY Awards.

Credits
Advertised brand: Google
Advertising Agency: Miami Ad School, Toronto, Canada
Creative Director: Zachary Bautista
Art Director: Divya Jain
Copywriter: Sweekriti Chand
Tags: Google Safe Home, Interactive, Craft in Online, Mobile

Fondation Emergence created a symbolic object, a 54-second watch, to highlight this injustice. 6 seconds less for every colour of the LGBTQ+ flag. The watch was created as part of an awareness campaign for May 17th, the International Day against homophobia and transphobia. For more, visit: http://www.54-secondwatch.com

May 17th is not yet officially recognized by the UN; thus we’re launching a petition to make it happen. In addition to wearing the watch, you can show your support by signing the petition: https://chng.it/rSfX7hqJ4k

The 54-second watch is an initiative of the Fondation Émergence, a non-profit organization fighting against homophobia and transphobia. For more, visit: https://www.fondationemergence.org/

Download The 54 Seconds Watch face for Wear OS

Credits
Client: Fondation Émergence / International Day against Homophobia and Transphobia
Agency: Havas Montreal
Tags: Fondation Emergence, Havas, Canada, Switzerland, North America, Europe, Digital, Film, Integrated, Public Interest, NGO, LGBTQ Advertising, The 54-Second Watch

HIV is no longer the death sentence it once was, but HIV stigma lives on. Myths persist about how the disease is spread—through saliva, food, and drink. When polled, 50% of Canadians said they wouldn’t knowingly eat a meal prepared by someone with HIV.
 
 

Casey House wanted to challenge this ignorance with truth and compassion. And so the idea for a pop-up restaurant was born: June’s, the first-ever HIV-positive eatery. 14 people with HIV became something more than just their disease—they became chefs. For three nights, they chopped, sliced, and sautéed under the watchful eye of head chef Matt Basile. Together, they invited patrons to smash stigma by breaking bread and swallow the prejudice condemning so many HIV-positive people to suffer in silence.

Credits
Client: Casey House
Campaign: Break Bread Smash Stigma
Advertising Agency: Bensimon Byrne
Category: Public Interest, NGO
Production Company: Button Factory
Medium: Experiential advertising
Tags: HIV, AIDS, Stigma, Public Health Agency, Canada, Toronto, June’s Eatery

Every year, Amnesty supporters send letters to convince government officials around the globe to end human rights abuses like imprisoning people for expressing their opinion or the use of torture. As part of a campaign to support this year’s writing marathon within French Canada, Cossette created posters that aim to communicate that these letters have an impact on both individuals and governments, alongside messages such as “write to be heard,” “write to rewrite the law,” and “write to overthrow power.”

Credits
Campaign: Write for Rights campaign
Advertiser: Amnesty International
Advertising Agency: Cossette, Montréal, Canada
Category: Public Interest Campaigns
Medium: Print Advertisement
Illustration: Sébastien Thibault, Anna Goodson
Creatives: Barbara Jacques, Anne-Claude Chénier, Geneviève Duquette, Alex Jutras, Dorian Coureau, François-Julien Rainville, Thibaut Delelis

If you were in New York this week, you no doubt saw posters, newspaper ads, and projections plastering the streets, showcasing a light blue puffer jacket, isolated against a white backdrop with nothing but a QR code to accompany it. A self-assertive announcement of the arrival of the first item in the collaboration between Kanye West’s Yeezy brand and Gap. As with all things Kanye, it generated a lot of attention. The Human Rights Foundation (HRF) was quick to turn into awareness over one of the biggest issues facing virtually the entire fashion industry today – Uyghur forced labour and Turkic Muslim labor. To raise public awareness of these conditions and help consumers think more critically about what goes into their wardrobe, HRF worked with ad agency TAXI to create a reactive marketing campaign ‘Uncomfortable Truth’ that would turn a captive audience into help for those in captivity.

In the same style as the original ads, posters featuring a blue jumpsuit (the kind worn by Uyghur prisoners) and a QR code were pasted up throughout NYC. Only, scanning one of these wouldn’t take you to a clothing store, but a page detailing the problem, instead. Once there, visitors could get more information on the issue and learn how to take action.

Credits
Campaign: Uncomfortable Truth
Campaign Type: Outdoor advertisement
Advertising Agency: TAXI, Vancouver, Canada
Country: United State
Advertiser: The Human Rights Foundation
Category: Public Interest, NGO

The red MAGA hat symbolized as a part of the MAGA initiative was a great symbol of hatred against the immigrants. The Peace collective did something unusual with the hat. They took threads of the Make America great again text from the hat thread by thread and gave it new words of acceptance, “Welcome to Canada.” The color combination on the hat is of red and white color, which is also the Canadian flag theme. The motive is to let people know that “Acceptance is stronger than hate.”
 

 
The campaign has followed a unique and sincere way of promoting the “World is my home” ideology. The Unravel hate campaign surely can establish the feeling of acceptance.
 

 
Credits
Brand: Peace Collective – Unravel Hate
Campaign: Unravel Hate
Agency: Zulu Alpha Kilo

The idea is to print the single-use plastic bags with logos or images of the other embarrassing stores like adult-film stores, colon care clinics, ointment stores, adult toys stores, etc. The impact of this simple campaign has been huge. It is that 96% of the customers have already started bringing in reusable bags. The campaign has received global media coverage and 200 million hits worldwide with simple investment and zero advertising.

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With creativity, great things happen. The campaign has a very creative way of spreading a strong message of finding substantial ways of living. Climate change is majorly caused by the amount of waste we generate. This can be drastically reduced if we can figure out similar ways of getting people to think.

#plasticpollution #plasticfree #zerowaste #plastic #savetheplanet #sustainability #recycle #ocean #environment #nature #pollution #beatplasticpollution #sustainableliving #saynotoplastic #noplastic #savetheocean #singleuseplastic #oceanconservation #beachcleanup #eco #ecofriendly #plasticocean #trash #reducereuserecycle #plasticpollutes #sustainable #gogreen #breakfreefromplastic #climatechange

Credits
Advertiser: East-west market
Campaign: Embarrassing plastic bags
Advertising Agency: Rethink, Canada

 
Credits
Brand: Vision Zero Project
Campaign: The Impactful Reminder
Award: Cannes Lions International Festival of Creativity 2019
Agency: Sid Lee
Executive Creative Director: Alex Bernier
Creative Director: Jonathan Lavoie
Copywriter: David Allard
Art Director: Jonathan Lavoie
Client Services Director: Marie-Julie Cossette
Agency production: Marie-Pier Lavoie

Director: Alex Miglierina
DOP: Benoit Jones Vallée
Camera Assistant: Alexane Bouvrette
Steadicam: Mathieu Charest
Grip: Alain Tremblay
Editor: Sarah Bérubé
Motion design: : Gérardo Manjirrez, Isabelle Vouligny
Social media strategy: Odile Archambault
Social media management: Anne Murray-Potvin
Interviews: Caitlin Walsh Miller
Researcher: Annick Charlebois
Public relations: Katia Aubin, Kristel Dupont
Sound mixing: Frédéric Laurier – BLVD
Web production: Simon Arnold, Maxime Daoust, Alsu Kurbanova, Caroline Royer, Alex Pilon, Vincent Paradis
Web design: Jonathan Pinard
Computer graphics: Sarah-Jeanne Turgeon

Production: Sud-Ouest
Executive producer : Simon Lavoie
Producer: Guillaume Bilodeau
Production Director : Anthony Martino Maurice

Each year, Amnesty International uses the power of words to help free people who are unjustly imprisoned by inviting millions of people to write letters demanding action. Over the last 20 years, 127 of the 169 individuals targeted by Amnesty’s campaigns were set free—that’s a 75% success rate.

This vision was made possible by the valuable collaboration between Cossette and Owen Gent, a world-renowned illustrator based in the UK whose aesthetic is similar to painting. His drawings are luminous, vibrant and emotionally charged.
 

Credits
Brand: Amnesty International
Campaign: Write for Rights
Advertising Agency: Cossette, Montréal, Canada

Credits
Advertising Agency: DentsuBos, Toronto, Canada
Campaign: All-Terrain Envelope
Brand: Lexus

Credits
Advertising Agency: Lg2, Quebec City, Canada
Creative Director: Luc Du Sault
Art Directors: Anthony Verge, Olivier Caron
Copywriters: Luc Du Sault, Vincent Bernard
Illustrators: Anthony Verge, Olivier Caron
Digital Artist: Sylvain Grégoire
Accountant: Alexandra Laverdière, Camille Savard

This campaign is about:
Print ad, Canada, Public Interest, Société de l’assurance automobile du Québec, Lg2, Insurance company, Creative Print Advertising

Credits
Campaign name: She Is Heard
Media: Experiential, Out of Home, Integrated
Industry: Sports
Market: North America
Language: English
Agency: Miami Ad School & Humber College
Brand: Adidas
Art Director: Ted Pedro
Copywriter: Brenna O’Leary

This campaign is about:
Clio Awards, Integrated, Canada, Sports

The campaign showcased recordings of two calls made to 911 in fatal situations. However, in both the calls, the callers presented a vague idea of where they were. The campaign put forward the assertion that when people make calls to other entities like taxis, food delivery operatives, and tow trucks, they don’t give such generic and non-specific information about their location. Videos of the recorded conversation were also released online to maximize the outreach of the campaign. The core message given by E-Comm 911 was that individuals need to be specific about their location when calling 911. Otherwise, the swift provision of help will become difficult.

We feel that this campaign doesn’t sugar-coat the problem it is dealing with and presents an honest picture of the issue-at-hand. This reinforces the core message and forces viewers and listeners to take it seriously.

Credits
Campaign: E-Comm 911 – Know Your Location
Advertising Agency: One Twenty Three West, Vancouver, Canada
Audio House: Wave Productions

Tags:
Audio, Canada, Professional Services, Public Interest, NGO, E-Comm 911, One Twenty Three West, Radio Campaign, On Air campaign, Awareness campaign