Ugly Truths Holiday Sweaters

Cause Related Creative Response - Series

2022

Citizen Relations, Toronto, ON
w: citizenrelations.com

Client: Canadian Mental Health Association Chief Creative Officer: Josh Budd VP: Josie Haynes Art Director: Randy De Melo, Joel Arbez Designer: MyoNaing Illidge Producer: Kristen Neamtz Photographer: Undivided Creative Inc. Copywriter: Josh Budd Director: Audrey Ann Laurin Associate Account Director: Kristen Schaffrath Account Manager: Jessica Gauci, Emily Parker, Carmel Lagrandeur, Raphael Boies Senior Account Executive: Emily Chang Account Executive: Chantal Grainger, Iolanda Mobilio, Aleksandra Kaliszuk Digital: Laura Brown, Yosr Kooli VP, Strategy: Lindsay Page Strategist: Malav Naik Research Analyst: Shamshir Malik Designer: Hilary Walls

While the holidays are widely considered a time of joy, for one in two Canadians who suffer from anxiety, depression, or loneliness, it's not the most wonderful time of the year. Rather than fighting the holiday spirit, we set our message within it, using a holiday icon as a trojan horse for media and social influencers to give focus to the ugly side of the season. Our Ugly Truths Holiday Sweaters flipped the tacky garment on its head, highlighting three statistics that tell a different story.