The Risk

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Winner: Rethink Client: The Ministry of Tourism, Culture & Sport of Ontario Creative Director: Aaron Starkman, Christina Yu, Mike Dubrick, Ian Grais, Chris Staples Art Director: Zachary Bautista Writer: Andrew Chhour Designer: Jake Lim Producer: Heather Blom Strategy: Sean McDonald Strategist: Zach Simbrow Grading: Alter Ego, Wade Odlum Head of Production: Shelby Spigelman Production Company: Scouts Honour Director: Mark Zibert Director of Photography: Mark Zibert Line Producer: Rita Popielak Casting: Jigsaw Casting, Shasta Lutz Offline Post Production House: Married to Giants Editor: Graham Chisholm Assistant Editor: Shauna Dowie Online Editor: Sean Cochrane On-Line: The Vanity Audio House: Grayson Matthews Executive Producer: Kelly McCluskey Account Director: Sarah Riedlinger Account Manager: Megan Christopher Ad Agency: Rethink

We live in a culture that tells athletes to do whatever it takes to win, especially in sports marketing. But with 1 in 5 high school athletes suffering a concussion every year, The Ontario Government set out to change perceptions with a new concussion protocol called Rowan’s Law. To launch it, we took on sports marketing by creating a sports campaign of our own, that felt just like the others—at first.