Integrated

Just in time for Cannes, we round up the best in Canadian integrated campaigns.

Trillium gets youngsters to look inside themselves
The Trillium Gift of Life Network (TGLN) realized that organ and tissue donation wasn’t something that 15- to 24-year-old Ontarians commonly had on the brain. So, they reached out with an interactive, multi-platform campaign to get them to open up to the idea last year.
Developed by Narrative Advocacy Media and Mighty Digital Direct + Design (both units of Toronto-based Bensimon Byrne), it centred on Recycleme.org. Greeted by Ben, whose chest opens up like barn doors for the inside scoop on his vitals, young folks can register as organ donors, peruse a discussion forum and check out video of testimonials and actual organ transplants.
Pretend storefronts for discount “parts” dealers promising vital organs on the cheap were the focus of the creative, which included transit ads, wild postings and online banners, all stamped with the tagline, “If organs and tissue were this easy to find, we wouldn’t need organ donors.” Viral videos and a PR event also promoted the stores, featuring blood-pumping mascot with heart, Cardiac Carl.
TGLN also spread its message via Facebook and Twitter, answering the question, if a liver could talk, what would it tweet? It took its act on the road to 13 post-secondary campuses in Ontario with a life-sized game of Operation, organ swag and even a midday concert at one stop featuring Canadian band illScarlett. Now that’s one organ-ized effort.

Your party brought to you by Okanagan Spring
Have you ever thrown a backyard BBQ or gone on a fishing trip and wished that you had a friendly beer brewery to sponsor the occasion? Well, your wish is Okanagan Spring’s command.
This May, the Vernon B.C.-based beer co reprised its popular offer to get behind non-corporate to-dos, no matter the size, in an effort to target a younger audience than its typically older craft beer drinkers. The concept debuted last summer, with print, radio and OOH ads that sent shout-outs – using taglines like “Your poker night deserves sponsorship too” – offering to help host anything from stag parties to post-soccer hang-out sessions with suds.
Developed by TBWAVancouver, Sponsormespring.ca lets wannabe hosts submit videos explaining why their event deserves backing. Visitors vote for their favourite entries and Okanagan also handpicks a few it deems worthy. Last year’s winners were touted via ads with messages such as “Proud sponsor of fishing at Jeff’s Cabin.”
The sponsorship proved to be a success. Last year, Okanagan saw its sales increase by 10% in a month, and two months in, the website had received 13,000 hits.
After all, there’s no better excuse for a party than a potential beer sponsor.

Jump to:

Cyber
Design
Direct
Film
Radio
Promo
Media
Outdoor
Press
PR
Titanium
Grand Prix For Good