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Mass Minority

Company: Mass Minority Chief Creative Officer: Brett Channer Managing Director: Christine McArthur Art Director: Julie Seo Copywriter: Hayley Steinman Director: Sean Frewer Producer: David MacDonald, Jack Taylor Designer: Julie Seo Client: OCASI

We believe that everybody deserves to feel at home when they live in Ontario. We created a spot with an important message in hopes of beginning to tackle the rising issue of Islamophobia – which is so close to home for so many Ontarians. Using a creative and alarming misdirect, we were able to successfully demonstrate the discrimination Muslims face every day, bring awareness to the issue, and start the movement towards a racism-free Ontario.