People For Good Design & Branding REAL MEN/WHIP IT OUT, 2 by Media Experts, Zulu Alpha Kilo

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Canada
Agency Media Experts
Agency Zulu Alpha Kilo
Creative Director Joseph Bonnici, Zak Mroueh
Art Director Mark Francolini, Mooren Bofill, Mark Bovey
Copywriter George Ault, Martin Bélanger
Designer Mooren Bofill
Photographer Sheeren Mroueh
Released June 2011

Credits & Description

Category: Public Spaces
Product/Service: PEOPLE FOR GOOD
Creative Director: Zak Mroueh (Zulu Alpha Kilo)
Creative Director: Joseph Bonnici (Zulu Alpha Kilo)
Art Director: Mooren Bofill (Zulu Alpha Kilo)
Art Director: Mark Bovey (Zulu Alpha Kilo)
Art Director: Mark Francolini (Zulu Alpha Kilo)
Copywriter: George Ault (Zulu Alpha Kilo)
Copywriter: Martin Belanger (Media Experts)
Account: Mike Sutton (Zulu Alpha Kilo)
Account: Laura Robinson (Zulu Alpha Kilo)
Account: Joaquin Arcila (Media Experts)
Media Team: Mark Sherman (Media Experts)
Designer: Mooren Bofill (Zulu Alpha Kilo)
Studio Artist: Mo Elabi (Zulu Alpha Kilo)
Studio Artist: Whitney Taylor
Studio Artist: Jose Silva
Studio Artist: Dayle Sheward
Agency Print Producer: Kate Spencer
Agency Print Producer: Eileen Smith (Zulu Alpha Kilo)
Photographer: Sheeren Mroueh
Public Relations: Maverick Public Relations
Media placement: Restobar Advertisement - Men's Restrooms In Restaurants - June 27, 2011
Describe the brief from the client
Canadians have a reputation for being among the nicest people in the world. Sometimes we get so wrapped up in our own little worlds that we forget to be nice to one other. So we created a movement to encourage a greater generosity of spirit among Canadians.
Describe the challenges and key objectives
Our biggest challenge was conveying to Canadians that People for Good is an earnest, grass-roots movement without any ulterior motives or corporate endorsements.
Describe how you arrived at the final design
We wanted our campaign to have a look and feel that was as unique and sincere as our message. We also wanted our message to be clear and impactful across a variety of mediums (OOH, Print, Online, Mobile etc,). We chose to work with a distinct unicase typeface stencilled against vibrant blocks of colour. The resulting look is bold, friendly, and easily recognisable.
Give some indication of how successful the outcome was in the market
People for Good inspired Canadians across the country. We were covered in every major newspaper and on TV. 30% of Canadians heard our message. Tens of thousands joined our movement. Teenagers from Canada and as far away as California started People for Good clubs in their high schools. Seniors hung our posters in their retirement residences. School boards added it into lesson plans. We even inspired a spin-off movement called the Toronto Etiquette Project. 9 months later, we’re still hearing from Canadians eager to keep the momentum going.