The Secret Menu

Mobile/Tablet - Single

2023

Sid Lee, Toronto, ON
t: 416-421-4200
e: awards_montreal@sidlee.com
w: sidlee.com

Ad Agency: Sid Lee Executive Creative Director: Jeffrey Da Silva Creative Director: Matt Fraracci Sr. Art Director: Dylan Silvestro Sr. Copywriter: Peter Sreckovic Director, Digital Production: Ti-Leng Thang Managing Director, Sid Lee Digital: Yanick Bédard Sr. Creative Developer: Jonathan Gablin Senior Strategist: Nico Wlock Head of Account Services: Zemina Moosa VP, National Accounts: Amelie Roy Account Executive: Martyna Noworyta Head of Production: Amanda Loughran Executive Producer: Ryan Reynolds Post-Production Producer: Lisa Clarke Editor: Maxine Hood, Mac Thomson VP Global Communications: Katia Aubin PR Manager: Kristel Dupont PR Coordinator: Linda Chen Creative Services Director: Kyra Cohen Sr. Creative Services Manager: Justin Hewitt Client: Migrant Workers Alliance For Change Client's Executive Director: Syed Hussan Client's organizer: Kit Andres, Luisa Ortiz-Garza

Winning Entry: thesecretmenu.ca

The Migrant Workers Alliance For Change's 'Secret Menu' appeared as a QR code on restaurant tables across Canada, placed there surreptitiously by members of the MWAC team. It fooled diners into scanning the code thinking it was a regular restaurant menu; instead, it showed real stories of exploitation of the farm workers involved in producing food in Canada.