2019 Winner
Gender Creative Kids Canada
The You Inside Project
lg2
GoldAToMiC Design
GoldAToMiC Diversity
SilverAToMiC Idea
Trans youth still struggle with acceptance and understanding, especially at school. Advocacy group Gender Creative Kids and Lg2 needed to stop transphobia before it begins. So it created Sam. The toy – which is based on Russian nesting dolls – was designed to help youth understand what it’s like to grow up transgender. The “You Inside Project” colour palette and facial expressions of the dolls' convey different emotions at each stage, allowing children to understand what Sam is feeling at each step, and why.
Credits
Client: Gender Creative Kids – Annie Pullen Sansfaçon, Katia Giannikakis, Kimberly Ens Manning
Agency: lg2
Partner, Vice-President, Creative: Marc Fortin
Partner, Vice-President, Design: Claude Auchu
Partner, Vice-President, Digital Experience: Alexis Robin
Creative Director: Stuart Macmillan
Graphic Designer: Jean-Philippe Dugal
Account Director: Stéphanie Pellicer
Strategic Planner: François Royer-Mireault
Producer: Claudia Lemire
2D Animation: Romeo & Fils – Martin Henri, Rodolphe St-Gelais
3D Animation: SHED
Music and Sound: Circonflex
Educational Toy: Pretty In Plastic