2025 Winner

“Eid by GO” was GO Transit’s tribute to Eid al-Fitr, the religious holiday celebrated by Muslims around the world that marks the end of Ramadan, the Islamic holy month of fasting. The campaign, by Ethnicity Matters, featured a simple yet powerful animated video, using the phases of the moon through a GO Train window to represent the journey from Ramadan to Eid, ending with the message: “May every journey end in a celebration. Eid Mubarak.” Localized in Hindi, Urdu and Arabic, the campaign resonated deeply, achieving 1.9 million impressions and video completion rates of up to 93.85%. It was viewed by more than 12,000 people.

Credits

Client: Metrolinx
Sharyn Byrne-Nearing, Vice President Brand Digital & Product Marketing
Holly Kyriacou, GO, Brand Director
Yvonne Lu, Brand Advisor
Keith Golding, GO, Brand Advisor

Agency: Ethnicity Matters
Sheri Hachey, Managing Director
Sowmyaa Narayanan, Group Account Director
Princia Dsouza, Account Supervisor
Waseem Shaikh, Group Creative Director
Gautham Seran, Creative Director
Gautham Seran, Copywriter
Vibash Shetty, Art Director
Abhijeet Ray, Managing Director
Louisa Lai, Media Planner
Aakash Patel, Media Director
Atharva Mangaonkar, Assistant Media Planner
Pon Lau, Studio Manager
Hoffman Yung, Sr. Production artist
Marni Lakshman, Senior Director Creative Operations

Partners
Hariom Verma (Animator)