Stories
that serve.
A public-awareness animation for CRA's complaint service — showing the path from problem to resolution, step by step, in both languages, so citizens use the service they pay for.
The brief
CRA operates a free complaint service for telecom and postal disputes. Most citizens who could use it don't — not because they don't have complaints, but because they can't see the path.
We animated the path: reporting, investigation, resolution, follow-through. Specific to the types of complaints CRA actually receives. Calm, procedural, encouraging.
How we worked
01 — Cite real cases
Every scenario modelled on real (anonymised) CRA complaint types.
02 — Demystify the system
Showed the human at CRA who reads the complaint. Citizens don't trust portals; they trust people.
03 — Short, not shallow
90-second master — long enough to feel complete, short enough to watch through.
04 — Friday-news-feed ready
Social cuts optimised for the lunchtime scroll.
Read the next case →
Getting people to use what they're entitled to?
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