The Watch

Shoe-String Budget - Single

2023

Leo Burnett, Toronto, ON
t: 416-925-5997
w: leoburnett.ca

Ad Agency: Leo Burnett Toronto Client: Melanin Gamers President: Ben Tarr Co-Chief Creative Officer: Lisa Greenberg, Steve Persico Creative Director: Kohl Forsberg Chief Strategy Officer: Tahir Ahmad Managing Director, Account Services: Natasha Dagenais VP, Group Creative Director, Design: Man Wai Wong VP, Director Creative Technology: Felix Wardene VP Development & Communications: Richard Newman Senior Art Director: Tyler McKissick Senior Copywriter: Coleman Mallery Designer: Eric Espinosa Iracheta, Tatjana Dudas Producer: Mike Spilchuk Account Director: Mike Spilchuk VP, Post and Print Production: Gord Cathmoir VP, Human Resources Director: Stephanie McRae Head of Diversity & Inclusion: Stephanie McRae Editing Company: Married to Giants Editor: Ryan Hunt Assistant Editor: Liam Crawford, Oliver Whitfield-Smith Junior Producer: Devin Fields Audio House: Vapor MusicExecutive Producer: Erin Scott Director: Brendan Quinn Producer: Kasey Brown Audio House: Grayson Music Executive Producer: Kelly McCluskey Director: Mark Domitric Composer: Tyson Kuteyi Senior Producer: Nicholas Shaw Audio Engineer: Niki Thay PR Company: Pomp & Circumstance Creative Director, Partner: Lindsay Mattick VP of Accounts and Operations: Ania Gilbert Senior Account Specialist: Chenda Noun Communications Specialist: Kevin Behar Account Specialist: Alanna Fallis Media Agency:Starcom Group Account Director:Jeff Fearnall Media Agency: Publicis Media Supervisor, Digital: Jennifer Lee Digital Director: Jade Mattinson Programmatic Manager: Kenneth Fernandes Media Agency: APEX Exchange Account Manager: Dominique Shelepuk Manager, Digital: Maryori Lara Melle Buyer, Digital: Kylie Thun

Winning Entry: vimeo.com/850651524/8490421b9a

By turning Twitch's built-in clip function into a weapon for gamers to fight racism themselves, we worked with the organization Melanin Gamers, and created The Watch—gaming's first community watch. The visual identity, inspired by the pixelation effect used to censor offensive content, represents the widespread nature of racist language in online games. When the pixels come together, they create the logo in the same way gamers come together to create The Watch.