Earth Day Canada: "Bike Cape" Ambient Advert by DDB Canada, Toronto

Brief for DDB Canada: To create buzz for the Earth Day Hometown Hero program, which rewards individualsâ/groupsâ environmental achievements with a $10, 000 grand prize.
Description: Media placement was the key to the success of these ads. We wanted to engage our target by creating out-of-the-ordinary changes to places where environmentalists are often found. We ultimately decided that bike lanes would be the ideal spot, and so we made the bicycle symbols in bike lanes into mini guerilla advertisements. By using washable, eco-friendly paint to draw a cape onto the bike lane people and attaching a call to action, environmentalists were engaged in an unexpected way.
Client: Earth Day Canada
Directors: Paul Riss and Matt Antonello
Agency: DDB Canada, Toronto
Date Uploaded: 2010-11-26
Creative Director: Todd Mackie
Creative Director: Denise Rossetto
Art Director: Rebecca May
Copywriter: Domenique Raso
Photographer: Vicky Lam
Account manager: Annie Seyffert