Following a two-week teaser campaign, this week zig will be launching a full-blown marketing effort for the Centre for Addiction and Mental Health (CAMH) in Toronto. CAMH is building a new kind of hospital in Toronto’s trendy Ossington neighborhood, and believes that being part of the community is part of treatment. As such, the 27-acre site will be an innovative urban village of care for patients with mental illness and addiction issues.
The campaign was inspired by the ubiquitous condo real estate advertising throughout the city. We took those stereotypical ads and put a new spin on them, creating faux real estate ads first as teasers to drive people to transforminglives.ca, and this week launching executions with more details on the project. We even created a condo-style model suite to provide a tangible experience for people to engage with the new kind of care that their support can enable. The campaign includes radio, print and OOH. You can check out some samples attached, and I’ve also included a press release with all the details and credits. Feel free to contact me for more information or images.
Illustration: Essam Basta, Stantec Architecture Ltd.
Executive Creative Director: Martin Beauvais/Aaron Starkman
Creative Director / Writer: Steve Conover
Art Director: Simon Tuplin
Coach: Esmé Carroll + Andy Macaulay
Planner: Peter Kaegi + Subtej Nijjar
Team Leader: Jackie Galvin
Project Manager: Cristina Leung
Photographer: Lise Varrette
Retoucher: Jeremy Thompson
Studio: Cade Chan + William Leung
Print Production: Julie Riley
Media Buyer: Cherie Raymond + Joel Nicolle
Media Planner: Eugenia Kung
Radio engineer: Mike Rowland
Producer: Karen Black
Studio: RMW Music
Radio Talent: George Stroumboulopoulos
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