Looking for a Wi-Fi network and not finding a suitable option is the kind of First World problem most Canadians faced at some point in their life. When we translate this situation in a Third World context, with serious repercussions, this problem takes a whole new meaning. It awakens sympathy for those in need, sparks the need to take action and reveals a solution within our grasp.

The workplace is filled with awkward situations and interesting people. You hear jokes about them, see countless memes, TV shows and movies. You’d think this is all exaggerated, but then you realize this is all fortunately (or unfortunately) very true. Fish in the microwave really stinks up the whole office. Conference calls are truly boring. And your coworkers can be as amazing as annoying. When you enter the workplace, you understand all those references, and you finally belong. Creative Spirit has an optimistic and authentic voice.

As we’ve seen in the previous campaign, individuals with intellectual and developmental disabilities (IDD) are fun, friendly and they tell it like it is. For this campaign, we wanted to create an ad that features people with disabilities who present the workplace in all its imperfectness. No filter and no bullshit. While other organizations threat disabilities with pity, we turn it on its head. We use humour to empower individuals with IDD and focus on their abilities. Work is not perfect. Nobody is perfect. And people with IDD should be able to put all their skills and abilities to work, without feeling diminished or ashamed.