Tradeworx Real Change

Copywriting Broadcast - Single


FCB , Toronto, ON

Chief Creative Officer: Nancy Crimi-Lamanna Group Creative Director: Les Soos Art Director: Olé Tshetlo Copywriter: Mirabelle Eze, Mario Laberge Chief Strategy Officer: Shelley Brown Sr. Planner: Shelley Brown, Andrew Panturescu VP, Account Director: Jodi Spanninga Account Director: Catherine Demmer Account Executive: Sophie Seidelin Account Team, Montreal: Anne-Marie Fréchette Broadcast Producer: Rachel D'Ecrole, Adriana Laborde, Sarah Michener Project Manager: Nelson Oliveira Other: Fuelcontent Fuel Artists: Jaehwan Choi, Louis Rosenbaum Proofreader: Zohrin Jivraj, Mai Tanaka Animation House: Linetest Executive Creative Director: Hao Chen Creative Director: Duncan Patterson Art Director: Sean Richardson Producer: Zoe Coleman Production Coordinator: Kaely Blanche Studio Manager: Natalie Parolin Illustrator: Sean Richardson, Sophia Ouellette, Zhanrui Jerry Liu Animator: Catelyn Ma, Jose Moren, Duncan Patterson, Richard Plata, Christian Rubio, Xenia Galchin, Daniel Moreno Cordero Clean-up: Catelyn Ma, José Moreno, Christian Rubio, Xenia Galchi, Daniel Moreno Cordero Composting: Duncan Patterson Audio House: Oso Audio Producer: Lauren Dobbie Executive Producer: Hannah Graham sound Design & Mix: Daenen Bramberger Client: The Home Depot Canada Sr. Manager, Advertising: Amanda Dwyer VP; E-Commerce and Marketing: Doug Graham Director Corporate Communications & External Affairs: Paul Berto Director, Customer Insights & Brand Marketing: Aileen O’Doherty Marketing Manager, Brand & CRM: Taryn Gibb Marketing Planning Manager: Tammy Gardner Sr. Manager, Community Investment: Amy Bilodeau VP, Human Resources, Communications and Sustainability: Aliana Rozenak SR. Manager, PR & Executive Communications: Alyssa Haw

Winning Entry: youtu.be/3kydyL63CWQ

The Home Depot Canada Foundation launched TradeWorx, an initiative that helps youth experiencing homelessness get into careers in the trades. We wanted to stay away from the clichés and stereotypes associated with youth homelessness and authentically capture the youth’s challenges, frustrations and relentless hope for the future. Real Change is a spoken word manifesto that gives them a voice, as they share the long-term impact that support can make in their lives. This is a story of transformation. This is a story of what real change can do.