Cannes ‘23 – A Historic Week!

The sun was scorching on the French Riviera for the 2023 Cannes Lions International Festival of Creativity and Citizen also flew in hot, earning six shortlists for their Cheetle in Cheadle campaign and ReclaimYourName.dic campaign before the week officially kicked off!

On Day One the agency, alongside client PepsiCo Canada, took home both a Silver and a Bronze Lion for Cheetle in Cheadle – Citizen’s first agency-led Lions! Another shortlist was quickly added for ReclaimYourName.dic, a non-profit campaign with partner Elimin8Hate.

By the end of the week, Citizen earned a total of 7 shortlists with 2 wins, marking a memorable midpoint to a historic year.

Wins:

– 1 Silver – Cheetle in Cheadle for OUTDOOR: Ambient Outdoor

– 1 Bronze – Cheetle in Cheadle for OUTDOOR: Special Build

Shortlists:

Cheetle in Cheadle

  • DIRECT: Ambient Media Large Scale
  • SOCIAL/INFLUENCER: Single-Market Campaign
  • SOCIAL/INFLUENCER: Organic Reach & Influence

ReclaimYourName.dic

  • PR: Cultural Insight
  • SUSTAINABLE DEV GOALS: Reduced Inequalities

“The Cannes Lions Festival is the undisputed global benchmark for creativity, so to be recognized is a tremendous honour for our agency and partners,” commented Citizen CEO, Nick Cowling. “Yet, in many ways, I feel like we’re just getting started with this new evolution of Citizen.”

Neither campaign is a stranger to award accolades in 2023; these two Lions are in addition to nearly 40 others for the year, including hardware from the PRWeek Global Awards, PRovoke Media’s North American Sabres, The One Show, the Clio Awards, Strategy’s Marketing Awards and more. ReclaimYourName.dic was included in Fast Company’s World Changing Ideas list alongside a Webby Award win.

Citizen is grateful to the teams behind the winning campaigns, the clients who trusted them with the vision, and to the jury at Cannes for the incredible global recognition.

Citizen Rundown: Vol. 2

Welcome to The Rundown by Citizen, a monthly round up of conversations that count. We’re offering bite-sized big thinking on recent headlines from around the world to help keep you in touch for your next water cooler, virtual boardroom or dinner party chat.

Know Better, Do Better

As the old adage goes, when we know better, we do better. A flurry of recent research and warnings paint an alarming picture when it comes to social media and mental health, particularly that of young people. We know that the earlier kids get smartphones, the worse their mental health as adults (source). We know that as social media use has risen, so have self reports and diagnoses among adolescents of anxiety and depression (source). To be clear, there is data that points to positive impacts of social media too – like finding community or achieving a goal together – but heavy screen time generally displaces activities like sleep, exercise and social connection that are vital to developing brains. As communicators, we see a role for brands to step in and step up. L.L. Bean quit social media for May, opting instead to challenge its customers to more outdoor time in nature, while TikTok has launched mental health resources and toolkits. Brands can and should be conscious of social media’s impact, and we’ll continue to advise clients on creating spaces online that foster connection and shared experiences, letting kids be kids.

Crocs And Birds

When Crocs announced a delay in its net zero commitment, Allbirds quickly jumped in to offer up its tools, tactics and strategies in helping them get there. Allbirds, who (coincidentally?) has the world’s first net zero shoe coming out next year, is notoriously transparent and went as far as sharing an email address on LinkedIn to explore partnership with Crocs. With “climate change” being cited as a top concern among consumers, Crocs may be onto something with this approach. Crocs is already full steam ahead, but we love to see openness and collaboration to raise the bar for the industry.

Let’s Be Real

More proof that brand vulnerability breeds fandom. Instead of defending why Align leggings are worth the cost, Lululemon stepped directly into Gen Z and invited anyone with a dupe to trade it in for the original at its “dupe swap”. Gen Z are more likely than any other group (24%) to want people to notice what they’re wearing which has made the dupe trend prominent within this age group. Lululemon is proving that while luxury brand knockoffs are nearly perfect these days – the real thing matters.

You’re Flushing

For centuries menstruating bodies have not seen options for flushable pads. Until now. London based brand Fluus learned that 0% of period products on the market are labeled as flushable, yet 30% of them end up in drains and pipes. Because of this, an estimated 28,114 tonnes of waste is generated annually from menstrual products in the UK. With Fluus products boasting a patent-pending microplastic free biodegradable technology, this is helping to move in the right direction of making periods less harmful. The brand hopes this is just the first step in moving towards less plastic products ending up down the drain and in landfills.

Influencer: Redefined

The world of influencer marketing has seen rapid change in the last decade. Maybe more influencer marketing isn’t what every brand needs. Instead, brands need to re-evaluate how they do influencer marketing and understand how the core definition of an influencer has evolved. Our Chief Digital Officer, Crystalyn Stuart-Loayza, and SVP of Creator Marketing, Neil Mohan, discussed how modern influence is being re-defined in our latest LinkedIn Live. Watch it here.

Want to know more? Get in touch at marketing@citizenrelations.com

Citizen Campaign Most Awarded at Strategy’s 101st Marketing Awards; Agency Ranks 3rd Overall

Strategy’s 101st Marketing Awards on June 6th brought together Canada’s creative best of the best at the Art Gallery of Ontario, celebrating work that has made an impact, not just in Canada, but across the world. Two Citizen campaigns were awarded 10 golds, 1 silver and 1 Best in Show, placing Citizen in 3rd place for medal count amongst all agencies.

“Multicultural casting is not multicultural marketing.”

Bobby Sahni said it best when introducing the Multicultural category, where Citizen’s ReclaimYourName.dic campaign for Elimin8hate was the most awarded of the evening, taking home 10 Golds and a Best In Show in the Multicultural and Public Service categories. Recently earning a spot on 2023 Fast Company’s World Changing Ideas list, the custom plug-in dictionary of Asian names is now being added into current and future Microsoft 365 application updates. The campaign took home awards for:

Public Service Category:

  • Gold – Campaign led by PR
  • Gold – Integrated Campaign
  • Gold – Online

Multicultural Category:

  • Best of Show Public Service
  • Gold – Digital
  • Gold – Integrated Campaign
  • Gold – Online Film
  • Gold – Out-of-Home

In the Advertising and Digital categories, Citizen’s Cheetle in Cheadle campaign for Pepsico Canada continues its winning streak, bagging 2 Golds and a Silver. A murmur of recognition could be heard through the crowd upon announcement, a reflection of the incredible reach this cheesy 17 foot tall statue achieved globally. Cheetle in Cheadle took home awards for:

Advertising Category:

  • Gold – OOH Ambient Large Scale
  • Gold – OOH Experiential
  • Silver – PR Community Building

Digital Category:

  • Gold – Social Media

“We’re proud to have our work celebrated alongside the best our country has to offer,” says Citizen’s Chief Creative Officer, Josh Budd. “The Marketing Awards is further recognition of the effort, energy, and ambition coursing through the agency and every one of our Citizens these days…and this momentum is continued fuel for us to achieve the mission we’re on for consistent excellence in earned-first creativity.”

Citizen Insider: PRIDE Privilege – Hear It From A Toronto OG

As we kick off PRIDE Month, we recognize that Pride means a lot of different things to a lot of people and there is no one experience that defines the community. Today, we hear one of those experiences from our Managing Director, Experiential, Kevin Wagman, as he shares what PRIDE means to him and how he celebrates in Toronto, Canada.

I consider myself at this point in life to be an “OG” – Original Gay.  (Really, that’s just an age thing.) And with my OG status, I’ve been afforded certain privileges over the years, which I have come to embrace.

A few privileges that come to mind include being at Toronto PRIDE in the ’90s before it was mainstream and just a handful of blocks of Church Street, watching the PRIDE flag raised at City Hall in Toronto for the first time in 1993 on the “courtesy flagpole” and finally, watching the movie Torch Song Trilogy at the Carlton Theatre back in high school – the first time I ever saw a gay content movie (though full of stereotypes) with characters and actors that were “like me”.

After 28 years of celebrating Toronto PRIDE, and having the privilege of seeing our community grow, it’s amazing how different it’s looked over the last few years. From no parades in 2020 to being fully ‘back outside’ last year, this year, I’ve reflected on what PRIDE actually means to me.

  1. PRIDE is about acknowledging the choice of freedom that I have. I’m privileged  to live in Toronto, a city that celebrates our history and preserves our landmarks, even if just recently
  2. PRIDE is about being able to wear whatever I like and not be judged for it – including very short shorts and very tight Ts (in the ’90s, at least). Fashion is such an integral part of queer culture, whether it’s in the form of drag, camp fashion or gender-fluid clothing.  In the  words of Ru Paul “we’re all born naked and the rest is just drag”
  3. PRIDE is about family, not just the ones you’re born into, but the family that you choose  – my friends who love me unconditionally (and ok, let’s be honest, sometimes with conditions). Our chosen family are the community that rejoices with and for you – especially in those times we’ve had to hide who we are
  4. PRIDE is about acknowledging that while we revel in recent medical vaccine breakthroughs, every year more people around the globe – including my friends – continue to contract HIV, and worse, are stigmatized for it despite leading perfectly normal lives
  5. PRIDE is about recognizing that identities are constantly evolving and there’s always room for more. I used to belong to the LGB community which is now  the 2SLGBTQI+ community and hey – the more the merrier.  It’s about realizing that there is space for everyone on this colourful spectrum and no one experience is taking away from another

Right now, the community is going through a tough time around the world. We’re seeing growing intolerance and bigotry, even with something as simple as PRIDE decorations. So I understand if ‘privilege’ isn’t a word that immediately comes to mind for many this month. But we can’t forget how far we’ve come and to celebrate the strides the community has made – and it’s made MANY.  So this OG feels privileged.

However you choose to celebrate, have a fabulous PRIDE month!

Citizen Custom Dictionary Makes Fast Company’s World Changing Ideas 2023 List, Gets Implemented by Microsoft

In 2022, Elimin8Hate – the advocacy arm of the Vancouver Asian Film Festival (VAFF) – developed the world’s first custom dictionary plug-in, ReclaimYourName.dic, of over 8,000 Asian names that removes the red underline marking it a typo, in partnership with Citizen Relations. Today, the initiative has been recognized by Microsoft and is being added into current and future Microsoft 365 application updates, including Microsoft Word. The dictionary is a much-needed first-step in creating a culture of belonging  and inclusivity for all – and a great way to celebrate Asian Heritage Month!

The campaign, which has received a multitude of accolades over the past few weeks, supports Elimin8Hate’s mission to dismantle and eliminate anti-Asian racism around the world. Adopting an anglicized name is a common practice for Asians but instead of making things easier for them, emotional wellbeing suffers, often accompanied by a loss of identity. Seeing a red underline marking your name as a typo is one example of softwares we use saying: If you’re Asian, you don’t belong. Elimin8Hate’s ReclaimYourName campaign stepped in to show action and support for Asians by normalizing their names. For Microsoft, the world’s biggest tech giant, to take this step is a huge win – not just for the campaign, but for creating an inclusive experience for all.

“At Microsoft, our mission is to empower every person and every organization on the planet to achieve more,” said Chris Barry, President, Microsoft Canada. “We are intentional about using our global reach to drive positive change in the communities where we live and work. Billions of people use Microsoft apps every day for work, school and life and initiatives like Elimin8Hate’s ReclaimYourName dictionary will help make that experience more inclusive for everyone.”

Along with a recent Webby award win and multiple One Show, Clio, ADC, PRWeek Global and Sabre awards, the campaign was featured in Fast Company’s list of World Changing Ideas for 2023 in the Workplace category.

Citizen Wins At The One Club For Creativity’s Annual Creative Week in New York

Last week, The One Club for Creativity held their annual Creative Week in New York City, celebrating the global creative community and all their work with a series of showcases and events. 

Citizen took home the Silver Cube in Advertising: Design for Good for its work on the Reclaim Your Name campaign for Elimin8Hate at the 102nd ADC Annual Awards. The awards honour the best creative talent and groundbreaking work across various creative disciplines. Along with the win, Citizen received 12 shortlists (!!) for Reclaim Your Name, Cheetle in Cheadle by Cheetos and the Citizen rebrand

“Reclaim Your Name is such an important message and to see it reach new heights and reach more people is an extremely fulfilling moment. We hope it plays a small part in creating a culture of inclusivity for all, but especially the Asian community,” said Mike Lo Nam, Creative Director at Citizen, who worked closely on the Reclaim Your Name campaign. 

The week wrapped up with the 50th One Show awards, a celebration of the best of the best in the industry, making it The One Club for Creativity’s most prestigious and meaningful program. Citizen won two Merit Awards and two Pencil Awards at the show in the following categories:

  • Silver Pencil in Out of Home: Experiential & Installations for Cheetle in Cheadle
  • Bronze Pencil in IP & Product Design: Innovation & Transformation for Reclaim Your Name
  • Merit Award in Cultural Diver: Pop Culture Impact for Cheetle in Cheadle
  • Merit Award in Health & Wellness: Public Relations for Reclaim Your Name

The recognition for these campaigns is not just a big win for Citizen’s PR teams but also the Creative teams that took the work to the next level. Speaking on the wins at Creative Week, Abeer Verma, Creative Director, said, “This is a great representation of Citizen’s creative approach, and it’s a huge honor to see it validated by an organization that has set the global standard for 50 years.”

A huge thank you to The One Club for Creativity for recognizing this work and congratulations to the Citizens and client partners that made this possible!

Citizens Wins Multiple Awards at PRWeek Global Awards & Strategy Shopper Innovation + Activation Awards

Earlier this week, Citizen Relations took home awards at the PRWeek Global Awards in London for ReclaimYourName.dic and at Strategy Magazine’s Shopper Innovation + Activation (SIA) awards in Toronto for Cheetle in Cheadle.

The PRWeek Global Awards celebrated the best in global PR excellence, bringing together the brightest and most innovative minds from Europe, North America, LatAm and Asia. Citizen’s ReclaimYourName.dic campaign for Elimin8Hate won two awards and a high commendation in: 

  • Brand Product Development – Winner
  • Non-Profit – Winner
  • Campaign of the Year – High Commendation

Across the pond in Toronto, Strategy’s SIA Awards celebrate the best new thinking in retail innovation and shopper marketing. The Cheetle in Cheadle campaign for PepsiCo Foods Canada won four awards in the following categories: 

  • Small Budget, Big Award – Gold
  • ROI – Gold
  • Experiential – Silver 
  • Overcoming Challenge – Bronze

2023 has already been such a standout year for Citizen. Jenn Duggan, President of Ontario & West, Canada, says “We’re honoured to have our Canadian work recognized across the globe and I’m incredibly proud of our teams.”

A huge thank you to PRWeek and Strategy for the recognition and congratulations to the Citizens and client partners who made it all happen!

Citizen Insider: Sista’ly Responsibilities

One of my absolute favorite quotes that I find a way to weave into everything is “With great power comes great responsibility.” Now, I don’t think Uncle Ben meant this as the guiding force behind this dive into mentorship amongst women of color but just follow me here.

While the world of PR may be one of the few fields heavily dominated by women (shoutout to girls that run the world), only 10% of PR management roles are held by Black or African Americans. Given this harsh reality, it’s not uncommon to be the only woman of color at the table and in many instances, one of maybe five in the entire company. 

This brings me back to Uncle Ben’s insightful words. It took some years in the game to gain this mindset but what I found is there’s power in being the minority. In a conference room full of non-people of color, not only does your unique experience stand out, but you inadvertently gain the power to pave the way for others that look just like you – and there lies the responsibility. During my career, I’ve experienced a handful of different sized PR agencies and, after over eight years, have only crossed paths with two Black women in leadership positions. I vividly remember calling my mom after interviewing for a position at Citizen and sharing how excited I was to have met with not one but TWO women of color in mid and senior-level positions. Although Black and Latinx experiences are different, the thought of learning the ropes from women that likely had to overcome similar barriers was like hitting the diversity jackpot. 

It wasn’t until I started working with other women of color that I realized – it’s much easier to thrive in white spaces when you can learn from and have a community with someone with shared experiences. While I can’t fix the diversity disparity within the industry I can make myself available as a resource for current and future generations of Black (and BIPOC) PR professionals. With so few women of color in leadership positions, mentorship opportunities come far and few between. As a Black woman, I’ve made it my responsibility – see what I did there – to show up as a mentor, confidant, and an advocate for women of color whenever possible. Mentors are often seen as someone who is significantly more advanced in their career but I’ve learned that guidance can also come from your peers and even colleagues that are only slightly more advanced than you. To remix what the late great Aaliyah said years of experience ain’t nothin’ but a number. 

I like to tell myself that I walked so that they could run, but the reality is I was just figuring things out by myself – one self-help article and even a good cry at a time because I didn’t have a mentor for so long. Here are some things that I picked up along the way and make it my business to share with my mentees:

  • Don’t be afraid to negotiate: the wage gap is already big enough, don’t undervalue yourself to seem friendly. Work with your mentor on the best verbiage but let’s not leave money on the table out of fear. 
  • Show up as your full self: We spend more time at work than we do anywhere else, no need to hide parts of you. More often than not it’s your distinctive flair that might put you ahead 
  • Share your ideas: Sitting at the big kids’ table (aka brainstorms and status calls) can be daunting but don’t let that stop you from sharing your big, small, and outrageous ideas. The smallest idea can morph into an award-winning campaign
  • Asking for help is OK: Flagging that you need help doesn’t equate to an inability to do your job. It takes great strength to recognize and ask when help is needed

There’s still so much for me to learn, accomplish and pass down but as long as I can be at least an honorable mention in someone else’s growth trajectory then it’s safe to say that I fulfilled my sista’ly responsibilities. 

About The Author: 

With over 8 years of experience, Stephanie is a publicist and influencer strategist that has connected the dots for major brands across industries such as Olay Body, Courvoisier, Champion, Old Spice, Chapstick, and more. Her impressive experience spans across campaign development and execution, media relations, copywriting, influencer strategy, and talent engagement. Originally from New Jersey, Stephanie headed across the bridge to St. John’s University, where she gained her undergraduate degree in public relations with a minor in business administration. Stephanie prides herself on being well-connected, well-respected, and passionate about representation and inclusion in all aspects of life and was awarded PRovoke Media’s Young Changemaker award in 2023 for her work in the industry. 

 

The Changing Definition Of Influencer

The world of influencer marketing has seen rapid change in the last decade. And last month, our SVP of Creator Marketing, Neil Mohan, suggested that maybe more influencer marketing isn’t what every brand needs. Instead, brands need to re-evaluate how they do influencer marketing. 

A key step in that re-evaluation is understanding how the definition of influencer is changing, even today. In our latest Digital Provocateur LinkedIn Live session, Mohan and Crystalyn Stuart-Loayza, Citizen’s Chief Digital Officer, discussed how modern influence is being re-defined and how brands need to rethink their approach and understanding of influencers.




In their LinkedIn Live session, Mohan & Stuart-Loayza discussed the following key factors brands need to be aware of:

  • Influencer Segmentation: The different type of influencers and what motivates them to create content
  • Algorithms To Focus On: Follower count is no longer the benchmark; algorithms now favour recommended content, search and paid media
  • Creative Capability: Instead of focusing solely on the impressions, brands need to find ways to insert their products into the creative capabilities creators have
  • The Purchase Funnel: While creators are incredibly successful at building awareness for a product, they are equally successful at the lower end of the funnel i.e. impacting purchase decisions
  • AI Is The (Upcoming) Creator: AI is being used to make virtual creators who act as regular influencers and are a great way for brands to develop their own personas

The full LinkedIn Live session is available on Citizen Relation’s LinkedIn page and to learn more about dComm3, click here or email digital@citizenrelations.com

Citizen Experiential Takes Home Wins For VinFast & Hop Valley Brewing

The Canadian Event Awards were held in Toronto last night and Citizen Experiential’s team took home two big awards – Best Brand or Product Launch for their Hop Valley Bubble Stash Smash event in Toronto & Vancouver and Best Experiential Marketing Event for their VinFast US Showroom Launch event in California.

Additional shortlists include:

Best Event Design/Decor Under $50,000

Citizen Experiential and Citizen Relations for Loblaws PC Holiday Preview

Best Corporate Event $350,000+

Citizen Experiential and Citizen Relations for VinFast US Showroom Launch Event

Most Outstanding Event $350,000+

Citizen Experiential and Citizen Relations for VinFast US Showroom Launch Event

The event is the most coveted night in the Canadian event industry that recognizes the industry’s best of the best innovation and achievements. Kevin Wagman, Managing Director of Citizen Experiential, says, “It’s an honour to be recognized – our industry has been through so much these past few years and to be back in full swing and receive these accolades just energizes us to push the boundaries [in the event space] even more.”

A huge thank you to Canadian Special Events for recognizing Citizen Experiential’s hard work and creativity and congratulations to the team!