Montreal agency Carteblanche has launched a fundraising campaign for restaurant chain St-Hubert benefiting the Centre de cancérologie Charles-Bruneau Foundation. The work features deliveries by superheroes and donations from heroic consumers.
St-Hubert has been raising funds for the foundation since 1999, most notably through the Walk for Children, created by an employee in 2005. This year’s fundraiser involves the participation of four celebrities who will make food deliveries to select St-Hubert customers who donate $1 through their phone-in or online order.
The celebrities include singer Cœur de Pirate, comedians Dominic Paquet and Martin Petit, and former Montreal Alouette Matthieu Proulx.
Carteblanche was given the assignment based on the strength of its “50,000 fans/5,000 stuffed animals” campaign for Sainte-Justine Hospital, according to Johann Smith, creative director. “St-Hubert came to us because they liked what we did with social media and wanted to go beyond simple events while also building a community they can easily communicate with year after year.
“We couldn’t ask [the celebrities] to play the role of waiter in a restaurant, so instead we came up with this idea of superhero delivery people, who, like secret agents, have a mission to accomplish.”
The agency filmed an action movie trailer-style ad where Quebec journalist Pierre Bruneau gives the four superheroes their mission. “Because he is an anchorman and can’t really associate himself with a brand, his role in the trailer needed to respect that,” says Smith.
Matthieu Proulx and Cœur de pirate will deliver orders in downtown Montreal, whereas the two comedians will pay visits to Québec, Lévis, Rimouski and Chicoutimi. “They will each take on three or four deliveries that we will film news-style.”
The campaign includes the microsite SuperLivreurs.com and the St-Hubert Facebook page. By liking the Facebook page, users can view the two-minute trailer, the spots filmed during the deliveries, and transform their profile pictures to “support” the superheroes.
Carteblanche has been teasing the new campaign for the past two weeks by releasing partial photos of the four celebrities dressed as St-Hubert superheroes. The agency also came up with different POP elements to promote the campaign in the restaurants.
St-Hubert customers who make a donation in one of the restaurants are eligible to win a Toyota Yaris.
