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With the TELUS #EndBullying campaign launching earlier in 2018, we saw an opportunity to further amplify the message during National Anti-Bullying Week in November 2018. Since you can’t fight bullying with a commercial alone—a leap into pop culture was the right fit. We commissioned an anti-bullying anthem with rapper SonReal, a well-respected Canadian musician who spoke to the right demographic. Leveraging SonReal’s huge following on social media, shooting a music video, releasing the single on all major streaming platforms, appearances at WeDay and iHeart Radio—the song became a hit. The single “No More” has been streamed over three million times, and the project won a Bronze Lion in Entertainment.
Executive Creative Director / Ron Smrczek
Strategy Director / Melissa Boyd
Creative Director Noreel Asuro
Associate Creative Directors / Yvette Reitner & Nabil Rachid
Art Director / Yvette Reitner
Copywriter / Nabil Rachid
Account Director / Ashleigh McEwan
Account Manager / Lauren McCord