Until The Last Child: 30,000 is the loneliest number

February 27, 2017Filed under Film and Public Interest, NGO

Elite CEOs employ gatekeepers to make them unavailable. CEOs are whisked from function to function via black cars and private jets. They have private elevators. They have people screen their mail.

They are impervious to advertising.

They are also discrete.

Barring charity, most Canadian CEOs avoid flaunting wealth. We would have to reach them publically, while respecting their privacy.

So we invited them to the council with huge billboards—right beside their corporate headquarters. Each board was anonymous but unmistakably about one person. We also made custom newspaper wraps and handed them to the CEOs’ employees at the head office.
News of the nearby billboards and newspaper wraps quickly trickled up to the boss.

Within 48 hours of our launch, we had a 60% response rate.

Advertising Agency:The&Partnership, Toronto, Canada
Executive Creative Director:Ron Smrczek
Senior Art Director:Jennifer Saunders
Associate Creative Director:Nabil Rachid
Copywriter:Nabil Rachid
Account Manager:Lindsay Di Tolla
Production Company:Heyd & Seek
Executive Producers:Kegan Sant, Cynthia Heyd
Producers:Ben Robinson, Vinny Gill
Director:Jesse Blight
Director Of Photography:Jesse Blight
Editor:Jesse Blight
1st AC:Alex Dematto
Casting:Stephen Milo
Movi Op:Yuri Tereshyn
Drone Op:Yuri Tereshyn
Gaffer:Todd Hamacher
Best Boy Electric:Adam Landuci
Grip:Mark Skinner
Best Boy Grip:Luke Saagi
DIT:Andrew Easson
Makeup Artist:Dawn Grant
PAs:Jonathan Kok, Bradley John Chowace, Dean Turner, Bryan Beerbaum, Shawn Robertson
Post Production:Redlab
Colourist:Jason Zukowski
Online Artist:Andy Hunter
Producer:Pallavi Joshi-Firby, Maggie Blouin Pearl
Executive Producer:Laurie Kerr-Jones
Track Director:Vanya Drakul
Arrangement:Ari Posner
Mix Engineer:Ian Boddy
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