Tree Canada / Arbres Canada & Signifly
Tree Canada’s first nationwide awareness campaign does more than talk about the environment. It makes a broader statement about identity and values, asking what it really means to be Canadian.
Rather than adding to the noise, the campaign leans into qualities that feel increasingly rare: humility, reflection and a willingness to act. It positions these values not as nostalgia, but as a response to a world that feels louder and more divided than ever.
The campaign creates a strong sense of urgency around the challenges many older people face every day, challenges that too often go unseen. It brings issues like loneliness, poverty and isolation into focus, not as abstract problems, but as lived realities. The aim is to make people pause, pay attention, and feel compelled to help.
Safehaven and The Local Collective
For years, children have been taught not to stare. It’s a lesson rooted in kindness, but it has had an unintended effect, encouraging people to look away from children with medical complexities. Safehaven Toronto’s campaign asks people to rethink that instinct. It invites Canadians to really see these children, not as conditions or exceptions, but simply as kids, with the same joy, hopes and dreams as any other.
FCB Health New York and SAFE Project (Stop the Addiction Fatality Epidemic)
The Snowball campaign takes on a difficult and often overlooked reality of alcohol misuse. Using a simple but powerful visual metaphor, it shows how drinking can quietly escalate during the shorter winter days, building momentum like a snowball rolling downhill. What starts small can quickly grow, leading to cirrhosis and other serious, life-threatening consequences.
In 2019, Cornwall-based artists William Arnold and James Fergusson started noticing wild apple trees tucked away in unexpected corners of the Cornish landscape. What caught their attention was the fact that every apple seed has the potential to grow into something entirely new. That extraordinary genetic diversity became the spark for their ongoing project, Some Interesting Apples.
Quentin and Owen Reiser set out to understand competitive birdwatching by throwing themselves into it completely. They spent a year on the road, living out of a second-hand van and travelling across the United States to take on a Lower 48 Big Year.
What makes the film compelling is how honest it feels. It’s not just a highlight reel of rare sightings and triumphant moments. It shows the less glamorous reality too: breakdowns on the side of the road, relentless mosquitoes, bone-deep fatigue and plans falling apart.
Connecticut Department of Public Health & Decker
The data is clear: many men avoid regular trips to the doctor. So instead of lecturing, the idea leans on something they already care about. By using man’s best friend, the campaign creates a simple, almost irresistible nudge to get men booking appointments.
