Winner Status: Bronze

Client/Brand: Blue Jays

Agency: Ethnicity Matters

Headline:
Jays' Multicultural Engagement Triumph. Sold-out event breaks barriers, boosts ad recall, purchase intent, and community appreciation—setting a new benchmark in sports diversity and fan engagement.

Campaign Summary:
Toronto Blue Jays Innovates resulting in Multicultural Triumph
To attract South Asians and Caribbeans to Blue Jays games, this bold campaign fused baseball with cricket. Featuring cricket legend Chris Gayle, it offered simulators, themed jerseys, and resulted in a sold-out Cricket Day at the BallPark.

Team Credits:
Sheldon Kiernan, Director Brand and Digital Marketing - Blue Jays

Jessica Wood, Director, Promotion - Blue Jays

Jason Harper, Senior Account Director - Ethnicity Matters

Mary Ann Stephens, Group Account Director - Ethnicity Matters

Bobby Sahni, Co-founder - Ethnicity Matters

Wendy Castillo McFarlane, Managing Director - Ethnicity Matters

Waseem Shaikh, Group Creative Director - Ethnicity Matters

Guatham Seran, Creative Director - Ethnicity Matters

Aakash Patel, Media Director - Ethnicity Matters

Prachi Bhudeka, Media Manager - Ethnicity Matters

Kelsey Home, Chief Creative Officer - No Fixed Address

Alexis Bronstorph, Chief Creative Officer - No Fixed Address


Additional Contributors: