United Way asked us for a campaign that would show the positive, self-empowering effect donations have on those in need. As they rely on donated ad space, they needed a campaign that could be executed for print, out-of-home and television. And If the creative challenge wasn't enough, we would have to sell it to not one, but all 11 heads of the United Way across Canada.
We succeeded by basing our thinking on one of the first lessons we learned as children - don't judge a book by its cover. And the message to Canadians was simple; "What you're really giving is a way out."