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Bell Canada: Mini Dragons
In its latest national awareness campaign, Bell gives license to everyone to talk to each other about nothing important over a phone call. “Whatever you talk about, just talk. A short phone call can help reduce loneliness.” Created by Leo Toronto, the campaign was inspired by the insight that Canadians are lonelier than ever, yet they are more connected (source: Leo Toronto’s HumanKind Study 2024: 77% of gen z feel lonely at least sometime and 57% of all Canadians feel lonely too.). The creative idea hinges on the fact that all the ways to connect today are mostly just one-way or out-of-sync interactions. To feel connected, people need to talk in real-time.
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