This ad aired during the busy Christmas season as a reminder of what matters most in life. It was a positive encouragement to credit card holders to make a donation to the international charity Right to Play through a purchase at Roots. The message and the imagery swim against the current of gift-focused Christmas ads without being judgmental or pessimistic.
Advertising Agency: MacLaren McCann Toronto, Canada
Creative Director: Sean Davison
Art Directors: Robert Kingston, Gail Pak
Copywriter: Wade Hesson
Account Executive: Ryan Timms
Published: December 2009