Canadian creative agency lg2 and Montreal artist Pony have won the People’s Voice award at the 26th annual Webby Awards for their Don’t be a dick (and wear your mask), an augmented reality installation to raise awareness to encourage proper mask wearing, in the “Best Branded Editorial Experience” category.
This prestigious international competition, organized by the International Academy of Digital Arts and Sciences (IADAS), is considered “the Internet’s highest honour” by The New York Times. This is a first-ever Webby for lg2 and Pony, who share this highly coveted award after Internet users from around the world voted for their favourite projects among the best work on the Web. This is the first time in its 26-year history that lg2 has won the world's largest digital competition.
“This People's Voice award is proof that a playful and creative approach can carry a message that resonates around the world, despite a very serious context. It also shows that you can raise awareness and change behaviour through humour and popular culture. It’s another international honour that confirms our Digital Experience group is among the best in the industry.”
Launched in December 2020, in the midst of the second wave of COVID-19, the Don’t be a dick (and wear your mask) campaign aimed to raise awareness about how to properly wear a protective mask in public. Using an augmented reality filter and screen in front of Pony's retail store, the nose of passers-by who wore their mask incorrectly was humorously transformed into a yellow penis, better known as Mr. Lonely, an illustrated character and an icon of the Pony brand.The campaign also managed to make the rounds on social media, helping to sell out a special mask collection at the Pony boutique on rue St-Hubert in Montreal.
The 26th Webby Awards also highlighted lg2’s work on the redesign of Théâtre ESPACE GO’s digital platform, Hydro-Québec's invisible gondola and Village Montréal’s digital platform. A total of five lg2-led projects were chosen from the best of the web, an impressive performance for a Canadian agency at the Webby Awards.