nabs Canada

This Job Will Break You

Agency: Cossette


This past year has forced us to face uncomfortable truths about our industry, specifically around the tremendous pressure and workload that leave many people feeling stressed, depressed, and anxious. In recognition of World Mental Health Day on October 10, nabs and Cossette have teamed up to launch a film that helps heighten awareness about the resources available through nabs, and aims to erase the stigma around mental health within our industry.
The film features Crumbles, a simple cracker who understands what it’s like to crumble under pressure. Crumbles’ is here to remind us that our passion, productivity, and dedication to the job doesn’t need to be sacrificed at the expense of our mental health and wellbeing. As a loveable voice of reason, Crumbles isn’t telling us anything we don’t already know -- there have been countless studies and articles published over the last few years that highlight the unsustainable levels of anxiety, stress, and burnout that our peers within the industry are experiencing. And with this digital campaign, nabs hopes to start a much-needed conversation that encourages us to come together to tackle these challenges head on.

This professional campaign titled 'This Job Will Break You' was published in Canada in October, 2021. It was created for the brand: nabs Canada, by ad agency: Cossette. This Film medium campaign is related to the Health, Professional Services, and Public Interest industries and contains 2 media assets. It was submitted almost 3 years ago by Daphné Cousineau of Cossette.


Advertising Agency: Cossette, Toronto, Canada
Production: Skin & Bones
Animation & Online: Tantrum Studio
Casting: Jigsaw
Offline Edit: Outsider Editorial
Audio: Pirate


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