Titanium

Just in time for Cannes, we round up the best in titanium-strength Canadian campaigns.

Environmental Defence goads parents into action
Kids taking on riot police. Ideally it’ll never come to that, but if kids knew as much about the environment as we do, they’d probably take action. Environmental Defence thinks that those who know better should.
The Toronto-based organization decided it would try to effect change at the 2009 UN Climate Change Summit in Copenhagen. So, to send a message to Prime Minister Stephen Harper that climate change is important to voters, they mobilized Canadians with a campaign centred on those who shall inherit the Earth, kids, while targeting those who care most about their future: moms.
Environmental Defence worked with Zig in Toronto to create Moms Against Climate Change. They made a viral film depicting a horde of pint-sized protestors facing off against coppers and a Facebook page to galvanize green moms. With the tagline “If our children knew the facts we do, they’d take action. Shouldn’t you?” viewers were driven to Takeactiononclimatechange.ca, where they could upload pictures of their kids under the headline, “Stephen Harper: Remember who you’re representing in Copenhagen.” It was projected onto walls in Vancouver, Toronto and Ottawa leading up to the summit.
Stephen Harper may have paid the film no mind, but there were plenty of people who did. It tallied 46,221 views on YouTube and a total TV audience of 19,462,100. The CBC featured it twice in the news, a Toronto Star column dared people to watch it without shedding a tear, the Huffington Post called it “mind-blowing” and parents uploaded 1,989 photos in eight weeks. It’s no green mini-mob but it’s a start.

Tropicana lets the sun shine in
In the dead of winter Tropicana did something that might be considered nothing short of a miracle. They delivered the sun to the Canadian Arctic. Okay, maybe they didn’t deliver it. They just built another one.
The people of Inuvik, located in the Northwest Territories, awoke one dark, frigid morning to see something they figured they never would in January – sunshine.
As one of Canada’s northernmost towns, Inuvik goes without a sunrise for weeks during the winter. Tropicana decided to change that by raising a 36-foot-wide helium balloon over the town’s Jim Koe Park, brightening the sky with 100,000 lumens of light, roughly the same amount provided by the sun.
The installation was part of its “Brighter Days for Brighter Mornings” campaign – developed by BBDO Toronto – which sought to highlight the role its 100% pure and natural orange juice can play in Canadians’ morning ritual. That’s why Inuvik’s brighter morning was also complemented with a free carton of Tropicana Pure Premium Orange Juice for every household (1,200 in total) and the brand worked with local leaders to provide financial support to community-based breakfast and nutrition programs.
A team of filmmakers went along to capture the moment in a series of 60- and 30-second documentary-style spots, which were revealed in advance of the Olympic closing ceremonies. Blogged commentary and behind-the-scenes footage were shared on Tropicana’s “Brighter Mornings” Facebook page, and with further promotions taking place via PR initiatives and a major sponsorship by Citytv’s Breakfast Television, all Canadians were treated to the illuminating experience.

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