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

Publicis New York

Publicis New York New York, Stati Uniti

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9395

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Marca: Doctors of the World
Paese: Stati Uniti

Cliente: Doctors of the World

Titolo	I'm Moving to Canada
Agenzia	Publicis New York
Campagna	I'm moving to Canada
Cliente	Doctors of the World
Marca	Doctors of the World
Posted	Luglio 2017
Settore	Fondazioni caritatevoli, Volontariato
Trama	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.
Tipo di Media	Televisione e Cinema
Lunghezza	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
Editor	Doug Zaner
Strategy Director	Erica Herman
Strategist	Beth Beckman
Search Analyst	Evan Finkelstein
Account Executive	Michael Emer
Technology Director	Alec Cummings
Associate Technical Director	Wojo Wieronski