The Legacy Awards
CLIENT:
The Black Academy — founded by Shamier Anderson and Stephan James — produces The Legacy Awards, a nationally televised celebration of Black Canadian excellence in arts, culture, and entertainment.
PROBLEM:
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The Legacy Awards sought to create a memorable, luxury gifting experience that matched the prestige of the evening and authentically celebrated Black talent. Over the years, they required different levels of support as the event scaled:
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In 2022, assistance with day-of swag bag assembly.
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In 2023, support to secure brand partners alongside The Black Academy, plus execution of a gift bar experience and swag bag assembly
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In 2024, full-service management as the Official Gifting Producer, responsible for curating, designing, and executing the entire gifting program
SOLUTION:
The Well Connected (TWC) became a strategic gifting partner, scaling its involvement year after year:
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Curated and secured premium brand partnerships, including Shark Beauty, Heys Luggage, The Five Minute Journal, Marley Coffee, Hillberg & Berk, and more
The Legacy Awards 2024 - Post E…
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Produced a luxury gifting bar and gift suitcases, transforming the traditional swag bag into an elevated, interactive brand moment.
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Managed end-to-end execution: swag bag assembly, talent gifting experiences, gifting line sheets, brand promotion, and on-site logistics.
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Designed the gifting program to align with the high-production value and cultural significance of The Legacy Awards, ensuring brands were positioned as trusted partners in celebrating Black excellence.
RESULTS;
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2022–2024: Evolution from support role to Official Gifting Producer, solidifying TWC as a core partner of The Black Academy.
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2023: Delivered gifting to 40+ recipients with 18 brand partners
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2024: Produced gifting for 60+ recipients with 33 premium brand partners, each suitcase valued at approx. $2,300 CAD
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Elevated brand engagement through talent interaction, UGC content, and national broadcast visibility.
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Strengthened a fun, collaborative, and synergistic partnership with The Black Academy, rooted in shared values of excellence, culture, and community.
“Our partnership with The Black Academy has been one of synergy and creativity. Together, we’ve redefined what gifting at a national award show can look like — turning it into an immersive celebration of culture, luxury, and connection.” — The Well Connected
Aligned Sponsors 2023-2024
Event Gallery
Photos: Jack Flawless Photography
