2016 Winners

SILVER: AToMiC ROI

The Canadian Safe School Network - Kids Read Mean Tweets

Cyber-­‐bullying is a growing problem. Suicide is now the #2 cause of deaths among adolescents in Canada. With a media budget of only $250, the Safe School Network and John St. got people to take the issue of cyber-­‐bullying more seriously.

By jumping on the popularity of the Jimmy Kimmel Show's "Celebrities Read Mean Tweets" YouTube segments, the agency created a parody video that replaced the celebrities with regular kids reading the mean things people said about them online.

The organization earned a vast majority of media by capitalizing on the late night sketch's proven shareability, and further insured this approach by launching the video during the same week President Barack Obama was scheduled to appear on the show's next installment. This launch date, combined with added blogger outreach was part of the strategy to give the film its greatest chance for cultural relevance and viral success.

In the end, there were more than 200 million earned media impressions. It was the #1 and #2 posts on BuzzFeed at the same time, and web traffic to Canadiansafeschools.com increased by 8,000%.

CREDITS

Client: Canadian Safe School Network

Agency: John St.

President: Stu Auty

Communications and Event Coordinator: Renee Goncalves

Executive Creative Directors: Angus Tucker, Stephen Jurisic

Creative Director: Niall Kelly

Writers: Jacob Greer, Kohl Forsberg

Art Directors: Denver Eastman, Jenny Luong

Agency Producers: Madison Papple, Cas Binnington

Team Leader: Melissa Tobenstein

Account Supervisor: Matty Bendavid

Production Company: OPC

Director: Chris Woods

Executive Producers: Harland Weiss, Donovan Boden, Liz Dussault

Line Producer: Dwight Phipps

Casting: Mann Casting

Casting Director: Steve Mann

Editorial: Saints Editorial

Editor: Mark Paiva

Executive Producer: Stephanie Hickmann

Producer: Ardith Birchall

Colour/Post: The Vanity

Colourist: Andrew Exworth

Flame Artist: Naveen Srivastava

Executive Producer: Stephanie Pennington

Audio: Eggplant Collective

Director/Composer: Adam Damelin

Head of Production: Nicola Treadgold

Have questions? Need help?
Contact Larissa Santiago at 416-408-2300 x317 or lsantiago@brunico.com.