2022 Winner

GoldDEI Strategy

Purdys
"Holiday Braille Box"
Rethink

CASE SUMMARY

Finding your favourite chocolate in a box isn’t easy. Especially when they all look the same. And for the 23 million North Americans who are blind or partially sighted, it’s completely inaccessible.

That’s why Purdys created the Holiday Braille Box, a first-of-its-kind, fully accessible box of chocolates, designed in consultation with the blind and partially sighted community, so that everyone can experience
the full joy of chocolate.

The box included a braille chocolate legend, braille orientation tabs, and a QR code for an accessible audio legend. It sold out three times, garnered 395x earned media vs. investment, and became
a permanent product.

Credits

Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Leia Rogers / Morgan Tierney
Creative Director: Sean O’Connor, Sheldon Rennie
ACD: Jordon Lawson
Art Director: Jake Gauthier
Writer: Evan Kane
Designer: Jake Gauthier
Print Producer: April Haffenden, Claire Khan
Lead Strategist: Darren Yada
Strategist: Anna Shkuratoff
Amplification Strategists: Sara Lemmermeyer,
Meredith Montgomery, Aliz Tennant
Photographer: Clinton Hussey
Studio Artist / Typographer: Darina Kosikova, Linda Dumont
Broadcast Producer (in house): Zara Thomas, Yogi Omar
Production Company: R+D Productions
Director of Photography: Thomas Buchan
Line Producer: Richard Amies
Post Production House: R+D Productions
Editor: Alijah Monckton
Audio House: Wave Productions
Audio House Producer: Craig Zarazun
Engineer: Craig Zarazun
Account Services: Katherine McKeen
Client Supervisor: Julia Cho
For registration inquiries, contact Alisha Tabilin at 1-416-408-2300 x282 or atabilin@brunico.com.