For 35 years, the number 686868 has helped connect millions of youth in Canada to Kids Help Phone as their text line, reaching out for mental health support at any time. Now, the 686868 Circuit is bringing these numbers to the world of sport by transforming them into a modular exercise circuit. But it’s more than just a workout. The everyday practice of counting reps has been turned into a reminder for young athletes to let their feelings out.
Launching the campaign from McCann Canada is this hero film directed by Mark Zibert of production house Scouts Honour featuring Kids Help Phone’s athlete ambassadors, Andre De Grasse, William Nylander, Marissa Papaconstantinou, Kelly Olynyk, Penny Oleksiak and Kia Nurse, alongside real youth to show the less glorious side of sport: the side filled with doubt, comparisons and criticism. The film features the original Queen track and sporting anthem, “We Are the Champions” to underscore the message that “Even champions need champions.”
Among the Canadian athletes featured are many who will be competing in the upcoming Olympics.
The overall campaign includes downloadable 686868 Circuits created in partnership with athletes, social videos of them discussing their own mental health and completing their unique 686868 Circuits to inspire more people to join the movement.
CreditsClient Kids Help Phone Agency McCann Canada Ian Mackenzie, Josh Stein, chief creative officers; Athina Lalljee, Fernando Salvador, creative directors; Megan Burrow, copywriter; Genevieve Mallette, French copywriter; Olivia Hashka, sr. art director; Mitch Houlahan, designer; Ana-Maria Triana, sr. digital designer; AJ Jones, chief strategy officer; Josh Hansen, VP, strategy; Alexandra Montgomery, sr. strategist; Stef Fabich, SVP, director of production; Aloha Soimaud, Montreal producer; Jana Tuck, sr. producer. Production Company Scouts Honour Mark Zibert, director/DP; Eric Kaskens, DP; Simon Dragland, Rita Popielak, exec producers; Stephen Hosier, 2nd unit DP; Thomas Dagg, photographer; Tricia Zaremba, creative research; David Dennis, production designer; Kate Day, stylist. Casting Jigsaw Casting Editorial Nimiophere Steve Puhach, editor; Laura Corredor, assistant editor; Hannah Stone, producer; Julie Axell, exec producer. VFX/Online Tantrum Studio Davide Di Santo, Dan Ciancone, Piers Larchet, compositors; Dominik Bochenski, VFX creative director; Victoria Holt, VFX exec producer. Audio Grayson Music Lowell Sostomi, audio director; Eric Hulme, audio engineer; Warren Bray, music supervisor; Kelly McCluskey, audio exec producer; Ben Swarbrick, Eric Hulme, sound designers. French Audio Audio Z Vanessa Sansfacon, French producer.
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More