Gender Creative Kids Canada

Sam, the first educational transgender toy

Agency: Lg2


Despite the media buzz regarding transgender rights in recent months, few resources exist to improve the situation for transgender youth today. Gender Creative Kids Canada, together with lg2, is proud to launch The You Inside Project. This is a creative and innovative social project featuring a short animated film shared on social media and an educational toy (a fictional character named Sam) that is for pre-sale on Kickstarter. The project is designed to answer the needs of loved ones searching for tools to discuss this delicate, complex and universal issue with transgender children, their family and friends.

This professional campaign titled 'Sam, the first educational transgender toy' was published in Canada in July, 2017. It was created for the brand: Gender Creative Kids Canada, by ad agency: Lg2. This Film medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted almost 7 years ago.


Advertising Agency: lg2, Montréal, Canada
Creative Director: Marc Fortin
Creative Director / Copywriter: Stuart Macmillan
Art Director: Jean-Philippe Dugal
Account Services: Stephanie Pellicer
Strategic Planning: François Royer Mireault, Alexis Robin
Illustrator: Rodolphe Saint-Gelais / Animation, SHED / 3D Animation
Agency Production: Claudia Lemire
Music: Circonflex
Sound Studio: Circonflex / BLVD
Production: Roméo & Fils

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