Toronto agency Top Drawer Creative wants to help its community through its six-week ADventure Advertising Apprenticeship Program for high school-aged youth.
Participating youth will be working with Top Drawer’s neighbour, Ed’s Real Scoop, the popular ice cream shop and after school hangout that agreed to be the client for the inaugural marketing project. Ed’s is launching a line of sauces, which the workshop kids will help brand. They’ll be presenting to Ed on the final day of the workshop and he’ll execute the creative of his choice.
Nicole Pointon, communications director at Top Drawer, said the initiative was designed as an outreach to Toronto’s Beaches neighbourhood. “We’re a storefront shop and we constantly have people dropping by and staring into our window on a daily basis. We’ve developed other community projects in the past, like beach clean-ups, and we thought this would be a neat way to get the community engaged,” she said.
“When the kids find out that they’re going to be branding Ed’s, I think they’re going to be pretty stoked about it,” said Pointon.
Participants will have an opportunity to meet and be mentored by agency professionals in various aspects of the traditional side of the business (as opposed to social media), including branding, promotion, copywriting and design.
The agency is publicizing the workshop via social media and posters.
The after school program will run from Feb. 28 to April 3.
