Up for Adoption by McCann Toronto

Date: Nov 2019
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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.


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

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