The Brief:
Co-operatives First helps potential entrepreneurs determine if the co-operative business model is a good fit for their business idea, and offers support throughout the process. Their major focus is rural – and often remote – communites in western Canada. The client needed a general awareness campaign that would stand apart from typical business-focused advertising.
Solution:
This small-budget, highly targeted campaign helped get the word out, by asking the viewer to at least consider the idea of a co-op. Simple, fun, illustrations of people and businesses were combined to represent a thriving community. The illustrations are versatile enough to be used individually, or together, in all types of promotional materials. The look and feel of the campaign stood apart from typical business-focused advertising.
A mix of traditional and digital media was used, with the online video being a major element. Other materials not shown were handbills, radio spots, and animated web ads.
Results:
Engagement was very high for all digital components, with YouTube views approaching 75,000. Awareness was greatly increased for the targeted demographic.
My Roles:
concept, creative direction, copywriting, design, illustration
Other Credits:
Dan Matthews - copywriting
Studio 10 - animation/video editing