100%

Video, Over 31s - Single

2025

Lifelong Crush, Toronto, ON
e: awards@lifelongcrush.com

Ad Agency: Lifelong Crush Client: Destination Toronto Chief Creative Officer: Christina Yu, Derek Blais SVP, Strategy: Geoff Gingerich Associate Creative Director: Fábio Siqueira, Frank Megna Art Director: Fábio Siqueira Copywriter: Frank Megna Designer: Jake Lim VP, Business Director: Lindsay Day Group Business Lead: Krista Blaylock Account Supervisor: Noah Faigal Integrated Producer: Sydney Kavanagh Chief Executive Officer: Andrew Weir VP, Global Marketing: Paula Port Director, Creative Marketing: Audree Atendido Production House: Lifelong Crush Executive Producer: Demi Veselinovic, Jane Garrah Director: Christina Yu Director of Photography: Adam Marsden Line Producer: Demi Veselinovic In-House Production Coordinator: Rae Harder Content Director: Christian Byrne Offline Editorial: Lifelong Crush Offline Editor: Chris Stewart Colour Company: Alter Ego Colourist: Lily Henry Colour Assistant: Daniel Saavedra Lead VFX Artist: Eric Perrella Sr. VFX Artist: Joel Osis VFX Artist: Sebastian Boros VFX Assistant: Nupur Baria Sr. Motion Designer: Ian Flaig Motion Designer: Geneva Hines Producer: Spencer Butt, Harleen Bhogal Audio House: Pirate Sound Audio Director: Vanya Drakul Mix & Sound Design: Ian Boddy Music Supervisor: Danica Bansie

Winning Entry: youtu.be/yrutYtQ9Fjg?si=c2HyGOZiagVlHx60

"100%" was more than a tagline. It became a visual device, hand-drawn and animated to feel lived in, not layered on—a stamp of pride, applied to moments that define Toronto's spirit. Fast and kinetic graphics matched the pace of raves and unicycles. Others lingered, to make space for the quiet intensity of a chef plating or skater mid-spin. We designed a flexible system of transitions, type movements, and animated accents. They were emotional punctuation that moved with the city and the story.