Giving Gene

Agency Network: 
April 2018


Giving Gene is a bold fundraising and awareness campaign that explores why people give. The national campaign offers Canadians the opportunity to test their DNA by purchasing a Giving Gene Kit from and find out if they’ve inherited the “Giving Gene,” a genetic polymorphism that is associated with giving. Unlike other fundraising campaigns, the Giving Gene appeals to humans’ innate curiosity and offers supporters the gift of self-discovery. Giving Gene Kit proceeds go directly to Easter Seals Canada, helping the organization continue providing life-enhancing services to Canadians living with disabilities.

Experiential advertisement created by JWT, Canada for Easter Seals, within the category: Public Interest, NGO.

Advertising Agency: JWT, Toronto, Canada
Chief Creative Officers: David Federico, Josh Budd
VP, Creative Director: Ari Elkouby
Designer: Pawel Rokicki
Copywriter: Shane Rodak
Art Director: Alec Carluen
Head of Production: Shenny Jaffer
Broadcast Producer: Julian Weiman
Head of Print Production: Nicola Martin
Print Producer: Kim Fijan
Head of Digital Production: Kawal Singh
Project Manager: Colton Horner
UX Designer: Alan Pang
Account Team: Sasha Bricel, Marli Bennett, Lindsay Rudman, Ariela Gutfrajnd
Client Team: David Starrett
Director: Nicolina Lanni
Production Company: Frank Films
Post-Production / Editing House: SAUCE
Music House: Pirate
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