2019 Winner

Right To Play

We Rise

BBDO Toronto

SilverCreative Catalyst

BronzeTurnaround Strategy

To rally support for kids in third world countries who have been deprived of their childhood, Right to Play highlighted the power of play-based learning, which helps children to rise above adversity. Most people think of play as trivial. But games, sports, creative and free play can actually give children critical life skills, while classroom play helps them to engage in lessons.

Because children are the most vulnerable and oppressed group in the world, BBDO Toronto created the anthemic “We Rise” spot, which encourages people to join a movement in helping youth to rise up. The spot’s poetic copy sheds light on the dire circumstances that many children find themselves in, with the film supported by two equally emotional videos, one telling the story of a child soldier and another of a child labourer.

“We Rise” aired with donated media and was supported by Right to Play’s network of athlete ambassadors. Facebook also used the campaign to help launch its “donate now” button. As a result, Right to Play saw a 40% increase in online donations and a 42% increase in new donors, raising enough money to give 40,000 kids a year of play. The campaign insight was recognized with a Silver in Creative Catalyst, as well as a Bronze in Turnaround Strategy.

Creative Agency: BBDO Toronto
Chief Creative Officers: Denise Rossetto / Todd Mackie
VP, Group Account Director: Rebecca Flaman
VP, Brand Planner: Tom Kenny
Copywriter: Domenique Raso
Art Director: Anand Iyer
Account Director: Jaya Rizzi
Account Supervisor: Sagi Mamalider
Design: Mike Nugent
Broadcast Producer: Dena Thompson
Production: Skin & Bones
Director: Mark Zibert
Production (Casting and Location): Moonlighting Films
Editorial: The Assembly
Editors: David James Findlay, Marka Rankovic
Executive Producer: Cheyenne Bloomfield
Producer: Tanja Harney
Assistant Editors: Warren Goodwin, Tyler Evans
Pirate Toronto- original music, voice direction & sound design
Colour & VFX: alter ego
Executive Producer: Hilda Pereira
Producer: Bobbi Dedman
Colourist: Eric Whipp
Lead VFX Artist: Andres Kirejew
VFX Artist: Eric Perrella, Darren Achim, Sebastian Boros, Alexa Salsberg
Rotoscoping: Steve McGregor, Andrew Tavares, Hali Gale

Need help? Contact Clare O'Brien at 1-416-408-2300 x307 or cobrien@brunico.com.