Up for Adoption by McCann Toronto
- Location:
It’s National Adoption Month in Canada, where currently 30,000 children are waiting to be adopted from foster care. Yet surprisingly, research finds that people are more likely to pay attention to animal adoption than foster care adoption. McCannn Toronto for the Dave Thomas Foundation took this insight and flipped it on its head to shine a light on the critical need for foster care adoption.
'Up For Adoption,' is a new campaign that looks like a typical animal adoption campaign: ads featuring kids playing with adorable animals along with the call to action: “Your donation can help him/her find their forever home.” The surprise comes when you click through or visit the microsite, UpForAdoption.ca, which reveals that it’s not the animals in the ads that are up for adoption — it’s the children.
The national ‘Up For Adoption’ campaign will span TV, online video, digital, social and transit out of home. All of the contributing agencies worked pro-bono. Wendy’s Canada’s creative agency of record, McCann Toronto, developed and produced the creative work; Wendy’s Canada’s media agency of record, Initiative, worked with its media partners to secure smart, targeted media donated to the campaign cause; and MRM McCann developed the UpForAdoption.ca microsite. The campaign will run until the end of the year.
Credits
McCann Worldgroup Canada
Eric Silver – Chief Creative Officer
Josh Stein – Chief Creative Officer
Nir Refuah – Executive Creative Director
Stephen Tasker – Creative Director, Design
Peter Sherer – Senior Copywriter
Heather Bryant – Copywriter
Lise Skovsted Larsen – Senior Art Director
Maryann Tenaglia – Art Director
Jacqueline Bellmore – EP, Director of Production
Vanessa Birze – Senior Producer
Dylan Dempsey – SVP, Director of Technology
Julia Cohen – UX Architect
Rami Aharonov – QA Manager
Patrick O’Donovan – VP, Business Lead
Alexandra Lindsay – Account Supervisor
Dustin Rideout – Chief Strategy Officer
Initiative Media
Ishma Alexander-Huet – VP, Client Advice and Management
Raichelle Ursua – Director, Communications Design
Dave Kutner – Supervisor, Communications Design
Westside Studio
Tom Nesbitt – Executive Producer
Derek Shapton – Photographer
Jeff Jamison – Digital Tech
Keenan Orrange – AC
Milo Casting – Casting
Jordan Worrell – Mad Cat Wrangling
Craft Toronto
Manny Augusto – Senior Project Manager
Michelle Kennedy – Production Artist
Peter Rambachan – Graphic Designer
Pedro Rodrigues – Graphic Artist
Ontario SPCA
Alison Cross – Director Marketing & Communications
Kylie White – Assistant, Events & Development
