End bullying Anthem
Each month, over 1 million Canadian kids will be cyberbullied. For TELUS, that was an unacceptable statistic, and they wanted to take a stand against this highly resonant social-impact cause. The challenge was youth didn’t see their parents, let alone a brand having any experience or authority on the topic. To break through, we needed to find someone who who would command their attention, who speaks in a language they understand, with a voice they respect. That voice was SonReal, a Juno-nominated rapper with a strong youth following.
SonReal created a positively-charged anthem, “No More,” that kids could rally around. To get the world out, we arranged for TELUS to perform “No More” live at WE Day to an audience of 18,000 youth. His song was shared across social platforms, a press tour, wild-posting at key locations and as the backdrop to our TV campaign – his message of positivity was everywhere Canadians kids were. The innovation and impact of the campaign won TELUS their first ever Lion at the prestigious Cannes International Festival of Creativity.