50/50 chance

The Canadian Women's Foundation shares a startling stat.
12 07 03 stat

In this new spot by DDB for the Canadian Women’s Foundation, a group of women are gathered for a baby shower. The mom-to-be opens her present to reveal a whistle, confounding everyone, until it’s revealed that 50% of Canadian women will be the victims of sexual or physical abuse. As part of a greater awareness campaign, this spot hits all the right uncomfortable nerves.


Advertiser: Canadian Women’s Foundation
Agency: DDB Canada
Creative Director: Denise Rossetto, Todd Mackie
Associate Creative Director: David Ross, Paul Wallace
Copywriter: David Ross
Art Director: Paul Wallace
Agency Producer: Caroline Clarke, Andrew Schulze
Account Team: Wendy Caricari (VP, Account Service Director) Cathy Jarochowski (Account Supervisor), Reshma Lalany (Account Executive) Peter Bolt (VP, Director Integrated Solutions)
Planning: Mara Schachter
Production Company: Suneeva
Director: Shelley Lewis
Executive Producer: Geoff Cornish / Michi Lepik-Stahl
Director of Photography: Samy Inayeh
Line Producer: Amalie Bruun
Post-Production Company: Relish
Post-Production Executive Producer: Sally Leggett
Editor: Steve Manz
Assitant Editor: Laura Dunn
Online: 567vfx
Online Editor:  Justin Lee
Online Producer: Cherie O’Connor
Colour: Alter Ego
Colourist: Tricia Hagloriles
Colourist Producer: Jane Garrah
Audio House: RMW
Audio House Producers: Jeff Cohen
Audio House Director: Steven Mackinnon
Audio House Engineer: Kyle Gudmundson