Tourism Toronto: Torontoland Snowmen

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 https://www.facebook.com/visittoronto, 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: CP+B, Canada
Worldwide Chief Creative Officer: Rob Reilly
Group Creative Directors: Michael Murray, Darren Richardson, Aaron Starkman
Art Directors: Oliver Brooks, Jan Mazereeuw
Copywriters: David Strasser, Jonah Flynn
Designers: John Thai, Arnaud Brassard
Print Producers: Jennifer Dark, Julie Riley
Event Company: Smak
Content Managers: Cheryl Mckenzie, Daniella Casasanta
Group Account Director: Grace Castaneda
Photographer: Jackman Chiu