A new holiday-themed campaign for People for Good, an ad-industry-led social movement, is encouraging Canadians to give the “gift of good.”
The out-of-home campaign, developed by Toronto creative shop Zulu Alpha Kilo and media agency Media Experts, launched in Toronto and Montreal. Across transit shelters and subway platforms, messages of goodwill encourage commuters to “Ungrinch” and “Give the gift everyone will want to return: a smile.”
In a guerrilla-style component, nearly 100 public doors, elevators, payphones, bus stop poles and park benches were transformed into wrapped gifts with big red bows and gift tags. The tags included a good deed such as “hold the door for the person behind you” and “offer someone your seat on the bus.”
Zak Mroueh, president and executive creative director of Zulu Alpha Kilo, said with all the commotion that surrounds the holidays, the campaign reminds people how simple it can be to do a good deed.
“We just [wanted] to surprise people on their way to work or where they shop, and get them to think about kindness over the holidays,” he said.
The campaign will run throughout the holiday season, leading up to a new national TV campaign in the new year. Suggestions for good deeds can be made at PeopleForGood.ca.
People for Good was launched by Mroueh and Media Experts’ executive chairman Mark Sherman in July 2011. The goal is to encourage Canadians to be nicer to each other and do good through simple acts of generosity
