Tourism Toronto: Torontoland Snowmen

April 09, 2012Filed under Media and Transport, Tourism

In order to curate the vacation photos Toronto visitors take and put online, we unleashed 21, 8-foot snowmen designed by top contemporary artists and placed strategically at key tourist spots in the city. When you take a photo with the snowmen, a famous Toronto scene is featured as the backdrop. And to encourage the photos would be shared, Tourism Toronto is donating $2 to Starlight Children’s Foundation for every snowman photo uploaded to the campaign’s Facebook page at, up to $50,000. And, we’ve integrated each photo takers’ network, by offering another $1 for every ‘Like’ each photo generates, further expanding this campaign’s reach. To date, more than $24,000 has been raised.

Advertising Agency:Crispin Porter + Bogusky / Union Creative, Toronto, Canada
Worldwide Chief Creative Officer:Rob Reilly
Group Creative Directors:Michael Murray, Darren Richardson, Aaron Starkman
Art Director:Oliver Brooks, Jan Mazereeuw
Copywriter:David Strasser, Jonah Flynn
Designers:John Thai, Arnaud Brassard
Print Producers:Jennifer Dark, Julie Riley
Event Company:Smak
Content Managers:Cheryl Mckenzie, Daniella Casasanta
Account Director:Grace Castaneda
Photographer:Jackman Chiu
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