New campaigns-Earth Day a natural project for OCA students

Earth Day Canada's launch of its new program, Canadian Natural Highways, got a boost from Ellis Teichman Communications of Toronto and some fourth year students in the advertising course at the city's Ontario College of Art.Earth Day Canada solicits individual or...

Earth Day Canada’s launch of its new program, Canadian Natural Highways, got a boost from Ellis Teichman Communications of Toronto and some fourth year students in the advertising course at the city’s Ontario College of Art.

Earth Day Canada solicits individual or group volunteers to help plant trees in their original habitat, one by one.

The new program uses a computer network to co-ordinate efforts of planning, from planting the right seedlings for the right area and following up with watering and other care.

Three Ellis Teichman staff members brought the campaign to the oca students as a project last fall as part of the advertising course they were teaching.

The resulting national advertising is based completely on the student work.

Color ads in Time magazine begin this month through to September, with transit shelters, posters, radio and newspaper rounding out the campaign.

There are three magazine ads.

One shows a city street under construction and the sign, ‘Notice re: zoning. And application has been submitted by Earth Day Canada to re-zone from urban wasteland to Canadian Natural Highway.’

Another has a picture of a sapling with a fence around it with the notice, ‘Natural highway under construction April 22 – indefinitely.’

The copy in each ad explains the importance of trees to nature’s life cycle and includes a 1-900 number to call to learn more about the program or volunteer to participate.

The three newspaper ads are worded like want ads, for example, ‘Handyman needed for forest. A real fixer-upper,’ and, ‘Caterpillar looking for accommodations. I’m going through some changes and require a stable home.’

Next year marks the 25th anniversary of Earth Day, which, each year, falls on April 22.

Earth Week begins April 18, and there are more than two million Canadians participating in the program annually.

Credits go to students Julie Dyck and Lesley van de Ven, poster and magazine; and, Amanda Gaspard, Kara Gregory and Siobhan Dempsey, newspaper and radio.

The Ellis Teichman crew working on the campaign were David Gordon, director of strategic planning; Heather Chisvin, art director, and Vivian Ducas, account manager.

Royal LePage hits

the mark

The Archer, an icon introduced in newspaper ads by Royal LePage Real Estate Services last November, is now appearing in a national tv campaign launched by the company mid-March to run to mid-May.

The company uses The Archer as a metaphor for the company’s real estate agents to illustrate their drive and dedication to get the job done.

A 30-second commercial, both English and French, built on this premise, has been created by Royal LePage agency Miller Myers Bruce DallaCosta of Toronto.

The Archer is seen aiming at the heavens in urban scenes and the great outdoors to the accompanying voiceover of, ‘Only one real estate agency goes farther than far, strives harder than hard, and reaches higher than high. Because only Royal LePage’s dedicated full-time real estate professionals believe there’s one direction to aim.’

The arrow flies and hits the target, a Royal LePage ‘Sold’ sign, and the commercial ends with the super, ‘Aim Higher.’

Supporting busback advertising, now under way in 10 Ontario markets, Vancouver and Halifax, uses a more tactical approach.

The visual is the ‘Sold’ sign and arrow, along with the line, ‘This bus may run 24 hours, but our agents have more drive.’

Also to come is a poster campaign featuring The Archer and the line ‘Aim Higher.’

Credits at mmbd go to Andrea Usher Jones, writer, and Isobel Moutrey, art director.