Film: DDB, Toronto

Imagine you were at home all by yourself, you had an accident and were badly injured. What would you do? Well, naturally you would call 911. Now, imagine that when you dialed those three lifesaving numbers the phone rang, but nobody picked up. Or maybe it didn't ring at all. That's the specific scenario that plays out in the winning film execution, developed by copywriter Chris Booth and AD Joel Pylypiw of DDB Canada in Toronto.

Imagine you were at home all by yourself, you had an accident and were badly injured. What would you do? Well, naturally you would call 911. Now, imagine that when you dialed those three lifesaving numbers the phone rang, but nobody picked up. Or maybe it didn’t ring at all. That’s the specific scenario that plays out in the winning film execution, developed by copywriter Chris Booth and AD Joel Pylypiw of DDB Canada in Toronto.

‘You make these phone calls and you just expect somebody to pick up, but for millions around the world, they don’t have that luxury,’ says Booth. ‘So, you’re able to demonstrate how lucky we are in a really simple way, and at the same time create empathy for the rest of the people around the world that might not be so lucky.’

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