Campaign Wins Jury Prize for Illustration, Silver for Print and Bronze for Integrated Campaign
The acclaimed “Civic Sense” campaign has been recognized with three prestigious industry awards, earning the Jury Prize for Illustration, Silver in the Print category, and Bronze for Integrated Campaign for its innovative approach to addressing civic responsibility through a multicultural lens.
At a time when conversations around civic behaviour in Canada were becoming increasingly prominent—and often polarized—the campaign tackled a sensitive subject that many advertisers were reluctant to address. Concerns about appearing judgmental or reinforcing cultural stereotypes had largely prevented meaningful engagement with the issue, particularly within multicultural communities.
“Civic Sense” approached the challenge differently. Rather than focusing on enforcement or criticism, the campaign reframed civic responsibility as a matter of belonging and collective pride. Speaking directly to newcomer communities in a culturally relevant and authentic way, the campaign was built on the insight that individual actions are often perceived as reflections of an entire community.
Through powerful and emotionally resonant messaging, the campaign encouraged audiences to consider the broader impact of everyday actions. One of its most notable lines, “You litter in the streets of Toronto, but India gets trashed,”connected personal behaviour to community perception, prompting reflection without alienation.
The campaign was deployed across a comprehensive mix of digital, print, and out-of-home advertising channels. Creative placements appeared in community-focused environments, including transit shelters, multicultural media platforms, and South Asian grocery stores throughout Brampton and Mississauga. By reaching audiences within their daily routines and trusted spaces, the initiative successfully generated conversation and engagement around civic responsibility.
The award-winning work demonstrated that culturally informed communications can address complex societal issues while maintaining empathy and respect. By positioning civic behaviour as a shared community standard rather than an imposed expectation, “Civic Sense” created meaningful dialogue and strengthened the sense of collective responsibility among diverse audiences.
Campaign Credits
Creative Team
- Sachi Mukerji – Chief Creative Officer
- Aayush Kundnani – Copywriter
- Nandu Oturkar – Art Director
Client Services
- Benjamin Borges – Vice President, Client Services
- Mahima Kankani – Account Manager
Media
- Sunith Lobo – Vice President, Media
The recognition highlights the growing importance of culturally nuanced storytelling in Canadian advertising and demonstrates the impact of creative campaigns that engage communities through authenticity, relevance, and shared values.
