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Posts Tagged ‘Yan dal Santo’

john st. Launches ‘Surrogaid’ for War Child Canada

“What if you could help mother children in war-affected areas? What if you could virtually reach out and literally provide them the warmth of a mother’s hug?” These questions are the genesis of john st.’s new campaign for War Child, which attempts to dupe viewers into believing they can provide virtual motherhood services at the click of a button. The message they recieve — either tat the end of the campaign video (above) or after attempting to provide these services at the campaign website (where the interactive web experience was designed by Jam 3) — is “You can’t donate motherhood. But you can donate money.”

Arriving (obviously) just in time for Mother’s Day, the campaign attempts to raise money and awareness for War Child Canada, a charity helping children in war torn areas, while motherhood is on people’s minds. The campaign includes broadcast, online, radio, and out-of-home components.

“We wanted to make it seem plausible that you could donate the act of motherhood online”, explains Stephen Jurisic, ECD of john st. advertising. “But of course you can’t. Only real mothers in these war-affected countries can provide their children with that.”

James Topham of War Child Canada adds, “We thought this was a fresh way to remind people just how important mothers are to the healthy development of children – particularly in the context of war. And that the best way to support them is still the easiest – by donating money.” Credits after the jump. Read more

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Toronto-Based Open Presents ‘The Marketer’s Anthem’

How about some Friday morning inspiration?

Operating under the assumption that marketers aren’t self-congratulatory enough already, Toronto-based creative shop Open created “The Marketers’ Anthem” for this year’s Marketer of the Year issue of Strategy. Luckily, Open had a sense of humor about the video.

Dedicated to “Consumer Whisperers, Mother Targeters and Brand Guardians” everywhere,  the video is a well-produced and humorous homage to the men and women who “moved us to vote, follow, share, pin, tweet, re-tweet and like.” Open pokes fun at trends like adding “-vertising” to everything, and using acronyms like ROI for return on investment and KPI “instead of what KPI stands for.” (It’s key performance indicator, guys.) The good-natured humor and sarcasm are balanced out by an earnest call to action, and it’s this balance that makes the 1:30 video work. Because on the one hand, it’s impressive that digital marketers have invented a cookie that we can be friends with, but on the other hand, “Oh god, we’re friends with a cookie.” Credits after the jump.   Read more

Opera + FAO Schwarz Piano = ‘L’Opéra Piano’ for TFO

To bring opera to the people, Lowe Roche put a new spin on the FAO Schwarz-style giant piano (as made famous in this scene from Big) for TFO, the only public television station in Ontario featuring opera as part of their weekly program.

Set during the Festival d’Opéra de Québec, Lowe Roche assembled twelve opera singers to correspond with the twelve notes of the instrument. When these notes were played they lit up and the corresponding opera singer bellowed out his or her note. (Tom Hanks was conspicuously absent from the performance, unfortunately.) Everyone from children to seniors to dogs can be seen having a blast playing with the piano, while the opera singers concentrate on their every move to make sure they don’t miss their cue. Unfortunately, no one organized a group of twelve people to jump on the twelve keys at the same time to create a large atonal blast of opera awesomeness.

Lowe Roche and TFO found a unique way to engage their audience, while accomplishing the near-impossible task of making opera seem fun to young people. I’d venture a guess that more than a handful of children dragged along to the festival spent the entire time playing or watching TFO’s ‘L’Opéra Piano.’ To those youngsters saved from boredom, Lowe Roche and TFO are heroes. Credits after the jump. Read more