2025 Winner

CASE SUMMARY

In Canada’s largest housing markets, rent is 2.5x what most people can afford.

Over 850,000 in the GTA live below the poverty line. And those living in poverty can barely afford groceries, let alone a reasonable place to live.

To bring attention to this ongoing crisis, the agency transformed the only remaining affordable real estate left – a residential parking space – into a fully furnished ‘one-bedroom’ unit.

The OpenHouse exhibition invited people to experience the housing crisis first hand, and act through United Way to encourage government action. The campaign underscored the power of immersive experiences in raising awareness and inspiring action on critical social issues, as media, influencers and the general public spread word of the exhibit across multiple channels.

Credits

Sid Lee:
Executive Creative Director: Jeffrey Da Silva
Creative Director: Tim Zimmerman
Creative Director: Alex Bird
President, Toronto Office: Zemina Moosa
Account Director: Yash Keough
Account Supervisor: Margaret Jakubowski
Strategy Director: Sumeet Sharma
Executive Producer: Ryan Reynolds
Executive Producer: Julie Neff
Producer: Salar Babaeiha
Production Coordinator: Tofunmi Awonaike
Group Account Director, PR & Influencer Marketing: Paulami Mehta
Content Manager: Taylor Stone
Sr. Content Creator: Erik Jorgensen
Post-Production Producer: Emily Torontow
Post-Production Producer: Lisa Clarke
Creative Director, Post-Production: Marka Rankovic
Post-Production Coordinator: Erica Bradbury
Sr. Video Editor: Monica Leiva
Assistant Editor: Malavika Anupraj
Assistant Editor: Sonya Ghandi
Lead VFX/Online Artist: Ray Xue
Executive Creative Services Director: Kyra Cohen
Sr. Creative Services Manager: Justin Hewitt
Vice President, Global Communications and Brand: Katia Aubin
Public Relations Coordinator: Kaïsha Ferres-Oxime

Film Production: Four Ninety Films
Director: Graham Beasley
Director of Photography: Scott Watson

Post-Production:
Colour: ALTER EGO
Colourist: Lily Henry
Colour Assistant: Sam Omand
Producer: Spencer Butt

Audio: TA2 SOUND + MUSIC
Engineer: Adam Ive
Executive Producer: Dana Gadsden