TAXI DELIVERS KNOCKOUT PUNCH - Strategy

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aoy silver On the list of charities Canadians contribute to, the UNHCR was not even in the top 10. The agency needed a daring and audacious awareness campaign to help raise funds for more than 20 million refugees worldwide. The key problem was that most Canadians don’t understand what it means to be a refugee. BBDO brought the plight of refugees to light by dramatizing what would happen if people suddenly found themselves stripped of the things they take for granted: food, water and shelter. A fi ctitious department, “Housing Security & Evictions,” was created to call upon residents living in upscale neighbourhoods and make them believe they were losing their homes. Homes were selected through an anonymous referral program, with background information adding believability to the exercise. Hidden cameras captured the events, which were then used as part of the TV and digital broadcast advertising effort. Every unwitting homeowner who participated in the shoot ultimately approved the campaign after it was complete. BBDO also created leavenow.ca, where consumers could fi nd more information about the diffi culties of refugees and the ways the UNHCR is helping, make a donation online and see where their dollars are going. The “Eviction Project” put the plight of refugees on the radar. Donations increased by more than 80% versus the previous year, exceeding the annual fundraising effort of $2 million. BBDO • UN HIGH COMMISSION FOR REFUGEES
S presenting our 15 th annual agency of the year list in which nobody was judged. just admired. S BIGGEST LOSS: DOWNTOWN PARTNERS BEST USE OF A DIAMOND TO BRING HOME GOLD: O&M’S SHREDDIES CAMPAIGN SECOND-BEST USE OF FAT GUYS BY GUYS WHO USE FAT GUYS: THE SUBARU SUMO WRESTLERS BEST AGENCY TO NEVER WIN AN AGENCY OF THE YEAR AWARD (YET): SID LEE BEST NEWer CAMPAIGN THATer NOBODY UNDerSTANDS: ZULU ALPHAer KILO BEST USE OF MASS HYPNOSIS: STEPHEN HARPER BEST BRAZILIAN WAXING BROCHURE DONE FOR RELATIVES: GJP FOR GEE BEAUTY BEST MEDIA PERSON NOBODY IN MEDIA KNOWS: JEFF WILLS OF WILLS AND CO.
Page 1 and 2: TAXI DELIVERS KNOCKOUT PUNCH + more
Page 3 and 4: 67 November 2008 • volume 20, iss
Page 5 and 6: in this issue custom publishing spo
Page 7 and 8: ENERGIZER HOPS ONTO FACEBOOK If you
Page 9 and 10: THE 2009 NABS SWIMSUIT CALENDAR IS
Page 11 and 12: This Canadian-driven campaign has b
Page 13 and 14: With minimalist copy that read: “
Page 15 and 16: Flip over the attached card for a s
Page 17: sponsored supplement custom publish
Page 20 and 21: custom publishing Minding content,
Page 22 and 23: custom publishing However, beyond a
Page 24 and 25: Cruel Intentions Lucky Numbers GET
Page 26 and 27: aoy gold TAXI KNOCKOUT Looking at T
Page 28 and 29: aoy TAXI • THE 15 15 BELOW PROJEC
Page 30 and 31: aoy gold TAXI • BOMBARDIER 30 Bom
Page 32 and 33: aoy gold TAXI • PALADIN LABS 32 S
Page 34 and 35: WE’LL NEVER FORGET WHAT JOHN ST.
Page 36 and 37: aoy silver DIET 7-UP • BBDO • P
Page 40 and 41: LEXUS IS F. The IS F goes where Lex
Page 42 and 43: STIMULANT. Our new campaign for Sti
Page 44 and 45: To discuss how BBDO creativity can
Page 46 and 47: aoy bronze Research showed that whi
Page 48 and 49: aoy bronze DDB • SUN-RYPE Sun-Ryp
Page 50 and 51: aoy honourable mention MICHELINA'S
Page 52 and 53: aoy fi nalist ESKA • ZIG • MOLS
Page 54 and 55: Solo Mobile hearts Rethink Communic
Page 56 and 57: aoy fi nalist OGILVY & MATHER • D
Page 58 and 59: aoy shortlist gallery A B C 58 D ww
Page 60 and 61: aoy process & scores THE PROCESS As
Page 62 and 63: aoy judges STRATEGIC PANEL Rob Assi
Page 64 and 65: aoy hall of fame 1990 Gold: McKim A
Page 67 and 68: TH!NK B!G B!GAWARDSB!GIDEASB!GIMPAC
Page 69 and 70: Ogilvy’s standing ovation Unileve
Page 71 and 72: Taxi’s mobile workout Koodo Mobil
Page 73: Juniper Park’s prescription Frito
Page 76 and 77: media aoy media director of the yea
Page 79: media aoy gold • Starcom MediaVes
Page 82 and 83: media aoy gold Johnnie Walker 82 Wh
Page 84 and 85: media aoy silver • Mediaedge:cia
Page 86 and 87: media aoy silver Sears Canada Molso
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media aoy bronze • PHD Blazing tr
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media aoy bronze Quebec Foundation
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media aoy judges Strategic panel Su
Page 94 and 95:
Congratulations from your friends a
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the entrepreneur & the academic BY
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ack page. Taxi ECD Steve Mykolyn sp
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