Printed on: Tuesday, October 7, 2008
TAXI Canada Wins Gold Cube Award
by Gail Chiasson
May 05, 2008
Corbis and the Art Directors Club, which announced the professional and student winners of the 2nd annual Corbis Creativity for Social Justice Award and Scholarship in New York last week, awarded a Gold Cube to TAXI Canada, Toronto,

The Corbis Creativity for Social Justice Award & Scholarship is part of the 87th Annual ADC Awards program recognizing the best in advertising and design from around the world.

The Corbis Creativity for Social Justice Award & Scholarship honours the best work created by professionals and students on behalf of non-profits on a pro bono basis. Agency creatives receive the prestigious ADC Cube, and Corbis donates $20,000 to the non-profit cause. The student winner gets a $5,000 scholarship.

This year, Corbis is inviting the creative community to join the 'Search for Justice' and increase Corbis’ donation to the social justice causes just by searching for images at www.corbis.com/searchforjustice.

The professional award this year was a tie, with both winners receiving the ADC’s highest honour, the prestigious ADC Gold Cube. The benefiting charitable causes will split the $20,000 prize as well as additional money resulting from Corbis’ 'Search for Justice' initiative.

TAXI Canada was awarded a Gold Cube for a community initiative it conceived and launched called The 15 Below Project to mark the agency’s 15-year anniversary. Steve Mykolyn, TAXI executive creative director, developed the idea for the high-concept, low-cost jackets to help the homeless who can’t get off the streets to survive extreme winter conditions. Stuffed with newspaper it’s a winter coat. Stuffing removed, it becomes a raincoat. When not being worn, it converts into a backpack that can be used as a pillow. On behalf of its clients and staff, TAXI Canada donated 3,000 15 Below jackets to the homeless throughout Canada and the U.S.

Tying with Taxi for a Gold Cube was Vitruvio Leo Burnett Spain for its pro bono work supporting the Prodis Foundation, which helps those with Down syndrome achieve a more independent lifestyle. Vitruvio Leo Burnett responded to a brief from Prodis to create a public awareness campaign communicating that children with Down syndrome can be active participants in society. The agency conceived a campaign called 'Let Us Do It', whereby children with Down’s created and shot an ad and movie trailer themselves to address misconceptions about those with Down syndrome and illustrate their capabilities and skills.

James Yang, a student of New York's School of Visual Arts, was selected as the Corbis Creativity for Social Justice Scholarship winner for his project based on the Darfur Genocide Campaign, dedicated to raising public awareness about the atrocities in Darfur.

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