Doctors of the World - "I'm Moving to Canada"

Publicis New York

Publicis New York New York, Vereinigte Staaten von Amerika

Awards

9471

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Doctors of the World
Länder: Vereinigte Staaten von Amerika

Werbende: Doctors of the World

Titel	I'm Moving to Canada
Agentur	Publicis New York
Kampagne	I'm moving to Canada
Werbende	Doctors of the World
Marke	Doctors of the World
Posted	Juli 2017
Geschäftsbereich	Karitative, Ehrenamtliche Organisationen
Story	We used one disaster, the US Presidential Election, to draw attention to another disaster, the Syrian refugee crisis. Using Google trends, we noticed that Trump’s nomination was causing a huge spike in the search term “Move to Canada”.So, we set out hold up a mirror to Americans considering to flee the US because of an orange man in an ill-fitting suit. And draw a parallel to the plight of the Syrian refugees, who were fleeing for their lives. How?With Google AdWords we hijacked the moment Americans were searching and directed them to our site: ImMovingtoCanada.orgIn addition, we launched a social campaign responding real-time to the debates and news, to further drive people to our site.Once there, we compared Americans fleeing due to the election, to the Syrian refugees who were fleeing for their lives. And gave visitors a reason to donate towards the cause.
Medientyp	Fernsehen & Kino
Länge	132 seconds
Chief Creative Officer	Andy Bird
Executive Creative Director	Joe Johnson
Creative Director	Jeremy Filgate
Creative Director	Josh Horn
Creative Director	Einav Jacubovich
Agency Producer	Hadleigh Arnst
Integrated Producer	Jason Bailey
Cutter	Doug Zaner
Strategy Director	Erica Herman
Strategist	Beth Beckman
Search Analyst	Evan Finkelstein
Account Executive	Michael Emer
Direktor Technologie	Alec Cummings
Associate Technical Director	Wojo Wieronski