ICA IDEA Contest - RONA Build Boards

2024’s ICA Inclusivity, Diversity, and Equity in Advertising (IDEA) Competition brief was about systemic gender inequity.

In partnership with RONA, our idea highlighted the striking and simple fact that women only make up 5% of Canada’s skilled tradespeople.

Our entry won the contest, awarding RONA [cue Dr. Evil voice] $1 million dollars in credit from Bell Media to bring the campaign to life.

AD: Yura Lee
CW: Colin Christiansen