ICA IDEA Contest - RONA Build Boards

The brief for the 2024 ICA Inclusivity, Diversity, and Equity in Advertising (IDEA) Competition centred around addressing systemic gender inequity. In partnership with RONA, our idea pivoted around highlighting the striking and simple fact that women only make up 5% of Canada’s skilled tradespeople.

Our entry won the contest, winning 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