Create ad campaign for launch of a new event.
Art Direction, design & copywriting.
This campaign was the mass public-launch of OneWalk to Conquer Cancer in Toronto. The event is very unique in that it allows you to choose which cancer the money you raise goes towards. This deeply personal aspect to fundraising was at the core of the project. The concept was the event has both personal benefits and benefits to everyone effected by cancer. We had two different sets of copy for each of our "characters" which were strategically placed for both targeted market as well as viewing time. For example, ads placed on subway trains would feature quotes about why the character is participating, due to the longer amount of time spent on trains gave the viewer more time to read the information.