Boys and Girls Clubs of Canada: Kid of Privilege by Mackie Biernacki

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The Boys and Girls Clubs of Canada has launched a new campaign to help fight misconceptions about its national youth programs. The campaign, created by agency Mackie Biernacki, runs in both French and English and features active children laughing and playing at their club. It’s an image that combats the misconception that kids who are part of Boys and Girls Clubs are 'underprivileged.'

Launched May 10, campaign elements include digital, TV and print, and will be shown on Corus-owned stations across Canada as well as in Cineplex theatres in the fall.

In the 118 years since the community-based non-profit was founded, it has become Canada’s largest child and youth serving organization, growing from an place just for boys (girls joined in the 1970s) to one that provides services and programs to over 200,000 youth in 700 communities nationwide.


Art Directors: Aleks Kozakiewicz, Marissa Mastenbroek

Writer: Jonathan Dick

Creative Directors: Steph Mackie, Mark Biernacki

Producer: Amanda Traub

Account: Melissa Tobenstein

Production House: Someplace Nice

Director: Pete Henderson

Editor: Michelle Czukar / Rooster

Post: Fort York VFX

Sound: Vapor RMW

Transfer: Alter Ego

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