The Watch

Digital Engagement Campaign

2023

Leo Burnett, Toronto, ON
t: 416-925-5997
w: leoburnett.ca

Ad Agency: Leo Burnett Toronto Client: Melanin Gamers President: Ben Tarr Co-Chief Creative Officer: Lisa Greenberg, Steve Persico Creative Director: Kohl Forsberg Chief Strategy Officer: Tahir Ahmad Managing Director, Account Services: Natasha Dagenais VP, Group Creative Director, Design: Man Wai Wong VP, Director Creative Technology: Felix Wardene VP Development & Communications: Richard Newman Senior Art Director: Tyler McKissick Senior Copywriter: Coleman Mallery Designer: Eric Espinosa Iracheta, Tatjana Dudas Producer: Mike Spilchuk Account Director: Mike Spilchuk VP, Post and Print Production: Gord Cathmoir VP, Human Resources Director: Stephanie McRae Head of Diversity & Inclusion: Stephanie McRae Editing Company: Married to Giants Editor: Ryan Hunt Assistant Editor: Liam Crawford, Oliver Whitfield-Smith Junior Producer: Devin Fields Audio House: Vapor MusicExecutive Producer: Erin Scott Director: Brendan Quinn Producer: Kasey Brown Audio House: Grayson Music Executive Producer: Kelly McCluskey Director: Mark Domitric Composer: Tyson Kuteyi Senior Producer: Nicholas Shaw Audio Engineer: Niki Thay PR Company: Pomp & Circumstance Creative Director, Partner: Lindsay Mattick VP of Accounts and Operations: Ania Gilbert Senior Account Specialist: Chenda Noun Communications Specialist: Kevin Behar Account Specialist: Alanna Fallis Media Agency:Starcom Group Account Director:Jeff Fearnall Media Agency: Publicis Media Supervisor, Digital: Jennifer Lee Digital Director: Jade Mattinson Programmatic Manager: Kenneth Fernandes Media Agency: APEX Exchange Account Manager: Dominique Shelepuk Manager, Digital: Maryori Lara Melle Buyer, Digital: Kylie Thun

Winning Entry: vimeo.com/850651524/8490421b9a

By turning Twitch's built-in clip function into a weapon for gamers to fight racism themselves, we worked with the organization Melanin Gamers, and created The Watch—gaming's first community watch.