The Dave Thomas Foundation for Adoption Canada - "The Story of i"

MacLAREN McCANN

MacLAREN McCANN Toronto, Canada

Awards

6424

This ad is part of the ACT Responsible Collection

Brand: The Dave Thomas Foundation for Adoption Canada
Country: Canada

Advertiser: Wendy's

Title	The Story of i
Agency	MacLAREN McCANN
Campaign	The Story of i
Advertiser	Wendy's
Brand	The Dave Thomas Foundation for Adoption Canada
Date of First Broadcast/Publication	2013 / 7
Business Sector	Restaurants & Fast Food
Story	The Story Of i is a 2-minute, animated film about how a foster child’s life is transformed when a loving family adopts him
Philosophy	Our strategy was to use an uplifting story of joy and happiness to get people thinking and talking about adoption. We wrote an original song and turned it into a heartwarming, animated short film called, The Story Of i. It celebrates the joy of adoption and tells the story of how one foster child’s life is transformed when a loving family adopts him. The film was launched in early June and shown on Facebook, YouTube and thisisthestoryofi.com. We used Facebook video ads to reach a primarily female audience and encouraged discussion about adoption. Then, to support National Adoption Month – an extensive POP campaign was launched in November. Our character, “i” was featured on donation boxes, posters, standees, tray liners, and $2 donation pin-ups. During this period all proceeds and donations went directly to the DTFAC.
Problem	There are currently over 35,000 Canadian foster children waiting for loving, permanent families. Many of them have waited a long time. These children are no longer infants, they may take longer to place because of their age, and eventually some “age-out” of the foster system completely. These kids truly deserve a break and the goal of The Dave Thomas Foundation for Adoption Canada (DTFAC) is to match these children with carefully selected families. Wendy’s Canada challenged us to create awareness of the DTFAC and encourage a dialogue about foster adoption.
Result	The Story Of i campaign results exceeded our expectations. We were able to create a great original song and a video that was shared more than 120,000 times. The campaign generated over 4,000,000 impressions and resulted in an 85% increase in traffic to the DTFAC donation site. And we were able to triple donations. As a result of our efforts more people know about The Dave Thomas Foundation For Adoption Canada and more foster children will be placed in loving, permanent families. Even if just one child finds a family all our work will be worthwhile. And, really, there’s no better result than that.
Media Type	Web Film
Length	120 seconds
Soundtrack	"The Story of i"- By Grayson Matthews
More Information	http://www.thisisthestoryofi.com/
Music	Grayson Matthews
Creative Director (Copywriter)	Dave Stubbs
Creative Director (Art Director)	Marc Melanson
Creative Director (Art Director)	Duncan Porter
Agency Producer	Sarah Michener
Agency Producer	Sandy Cole
Production Company	The Ebeling Group
Director	CADUX
Executive Creative Director	Sean Davison
Executive Creative Director	Mike Halminen
Music Lyricist	Dave Stubbs
Music Lyricist	Marc Melanson
Programmer	Joel Ray
Agency Submission Contact	Julia Auriemma