Brew some good
When Maxwell House switched to 100% Arabica beans, that meant a better brew. Which got us thinking, If we made our coffee better for consumers, how could we improve their communities? By spending our advertising budget on doing good for others, that's how.
Invitation
We launched the campaign inviting Canadians to go online and nominate a worthy cause in their community.
Regent Park
Mira
Website
Online, we asked Canadians to nominate a worthy cause. Then we profiled the chosen recipients. We received over 4,500 nominations and helped over 21 charities.
OOH
In transit, we used our budget to profile emerging artists.
Print
In print, we used our budget to profile emerging authors.