Josh Stein of LG2 on Prioritizing Wellness Campaigns

Fusing inspiration and impact

Josh joined LG2 in 2023 as partner, CCO and co-chair of the agency’s national creative council, leading efforts out of the Toronto office.

Prior to LG2, Josh was CCO at McCann Canada, where he oversaw 40 creatives across offices in Toronto, Montreal and Calgary. He was also the ECD of Tribal Worldwide and creative director at Proximity BBDO. An entrepreneur, Josh founded Blue Room Design Studio in 2000 and opened Stuzo’s Canadian office in 2010 until its acquisition by Dachis Group. 

Among the brands he currently works with: American Apparel, Beneva, Canada Dry, Catelli, Domino’s Pizza, National Bank, Under Armour and Women’s Shelters Canada.

We spent two minutes with Josh to learn more about his background, his creative inspirations and recent work he’s admired. 

Josh, tell us …

Where you grew up, and where you live now. 

I grew up in a small suburb north of Toronto called Thornhill. I currently live in Toronto. 

How you first got interested in health. 

I’ve always been a wannabe athlete, so health is important to me, especially these days. Fifteen years ago, I started to see how powerful, inspiring and impactful health advertising could be. We decided to focus on health-related issues to make a difference in people’s lives. It’s something I prioritize every year. 

One of your favorite projects you’ve ever worked on.

I still get a kick out of the work for Prostate Cancer Canada called “Famous Fingers.”  

A recent project you’re proud of.

I’m incredibly proud (and still cry) when I watch “The Orange” from our team in Montreal for the CHU Sainte-Justine Foundation. It’s so simple and such a touching story. 

Someone else’s work, in health or beyond, that you admired lately. 

The “Finish it” campaign that Pete Ignazi did at Diamond for the Terry Fox Foundation made me incredibly jealous. Terry is a national treasure whose story every Canadian learns about in school. To get this right is really hard. They got it more than just right. It’s perfect—and for such a great cause. 

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A book, movie, TV show, or podcast you recently found inspiring. 

The last book I read was Wellness by Nathan Hill. 

A visual artist or band/musician you admire. 

I’m a massive Melvins fan. They’ve been making music for over 40 years and haven’t really changed. There is something admirable about that. 

Your favorite fictional character. 

Terry Tate, “Office Linebacker.”

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Your main strength as a marketer/creative. 

I’m just dumb enough to occasionally say some smart things. 

Your biggest weakness. 

Not saying dumb things. 

Something people would find surprising about you. 

I’m hearing impaired. 

What you’d be doing if you weren’t in health. 

Trying to find other ways to feel good about what I do.