Extreme Makes Shortlist at Cannes

Our work for the Workers’ Compensation Board of Nova Scotia (WCB) notworthit.ca website has earned us a spot on the Cyber Lions shortlist at the Cannes International Advertising Festival.

“It feels amazing and is a huge compliment to the way we think,” said Shawn King. “A finalist in the Cyber category is proof about what we believe at Extreme – a great idea will resonate. No matter what region, or what medium. It’s got to be a great idea first. It’s very exciting for us.”

The site was recognized in the Charities, Public Health & Safety and Public Awareness category. We are currently the only finalist to date from Atlantic Canada in any category. Only 11 agencies in Canada made the shortlist which includes over 200 international firms. The winners will be announced Thursday in Cannes, France.

The website is part of the WCB’s young workers’ campaign which focuses on the value youth place on their body parts versus their job. The campaign makes workplace injuries real with a twist on retail fashion – with the message that your body and your life are more valuable than an unsafe workplace. The site features a unique retail environment where young Nova Scotians can “buy” body parts and view injured workers trying on new body parts and telling their stories. The campaign also includes posters, print, ambient and online ads.

The Cannes International Advertising Festival is the largest gathering of worldwide advertising professionals and advertisers as well as the most prestigious annual advertising awards. Over 25,000 ads from all over the world are showcased and judged at the Festival. Winning companies receive the highly coveted Lion trophy, honouring the most creative TV/cinema, print, outdoor, interactive, radio, sales promotion, integrated advertising, as well as the best media and direct marketing solutions.