The campaign is part of a broader government initiative to create awareness around Rowan’s Law. The law, a concussion protocol legislation, is named after Rowan Stringer, an Ontario high-school rugby player who tragically died after sustaining multiple concussions at the age of just 17.
The 360 campaign created by the agency, Rethink, also includes: a 30s version running in cinema, as well as a design system with a modular logo for Rowan’s Law created to identify the various signs of concussion and, while not mandatory, can be implemented into amateur sports uniforms. The logo features a stop symbol divided into the two sides of a human brain.
Integrated advertisement created by Rethink, Canada for Ontario Government, within the category: Public Interest, NGO.
Creative Directors: Christina Yu, Mike Dubrick, Aaron Starkman
Art Director: Zachary Bautista
Writer: Andrew Chhour
Strategist: Sean McDonald
Broadcast Producer (in house): Heather Blom
Production Company: Scouts Honour
Director: Mark Zibert
Editor: Graham Chisholm
Director of photography: Mark Zibert
Line Producer: Rita Popielak
Offline Post Production House: Married to Giants
On-Line: The Vanity, Sean Cochrane
Grading: Alter Ego, Wade Odlum
Audio House: Grayson Matthews
Account Services: Sarah Riedlinger, Megan Christopher