Earth Day Canada, Hometown Hero: Bike Cape
Are you an environmental hero?
Media placement was the key to the success of these ads. We wanted to engage our target by creating out-of-the-ordinary changes to places where environmentalists are often found. We ultimately decided that bike lanes would be the ideal spot, and so we made the bicycle symbols in bike lanes into mini guerilla advertisements. By using washable, eco-friendly paint to draw a cape onto the bike lane people and attaching a call to action, environmentalists were engaged in an unexpected way.
Advertising Agency: DDB, Toronto, Canada
Associate Creative Directors: Paul Riss, Matt Antonello
Creative Directors: Denise Rossetto, Todd Mackie
Art Director: Rebecca May
Copywriter: Domenique Raso
Photographer: Vicky Lam
Account manager: Annie Seyffert
Published: November 2010