Context

The pandemic has brought Canadian's mental health to an all time low. About 1/5 people have experienced symptoms of depression or anxiety.
 

Idea

To battle this crisis we piggybacked off of the biggest commercial holiday: Black Friday. The expression took on a new meaning to bring light to the idea that every day, not just Black Friday, can seem black with depression. 

During "Black Friday" week, ads were released all across Canada where people shop: online, malls and discount Facebook groups. These teasers misdirected people to a site where instead of shocking deals, they discovered a shocking awareness message about mental health. 
 

Credits

Creative Direction, Ideation

Agency: Publicis Montréal

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