Tvo: SMART KIDS NOW. SMART ADULTS LATER.

Credits & Description:

Advertiser: TVO
Agency: LEO BURNETT TORONTO
Category: Print and Poster Ads
Advertising campaign: SMART KIDS NOW. SMART ADULTS LATER.
Producer: Anne Peck (Leo Burnett/Toronto)
Creative Director: Lisa Greenberg (Leo Burnett/Toronto)
Art Director: Mike Cook (Leo Burnett/Toronto)
Group Creative Director: Sam Cerullo (Leo Burnett/Toronto)
Planner: Brent Nelsen (Leo Burnett/Toronto)
Group Account Director: David Buckspan (Leo Burnett/Toronto)
Art Producer: Laurie Filgiano (Leo Burnett/Toronto)
Planner: Zeb Barrett (Leo Burnett/Toronto)
Account Supervisor: Chris Saunders (Leo Burnett/Toronto)
Chief Creative Officer/Creative Director: Judy John (Leo Burnett/Toronto)
Illustrator: Martin Bregman
Copywriter: Stephen Stahl (Leo Burnett/Toronto)

Implementation
The key to the design and illustration style was coming with a design that would appeal to your average parent and your average kid – but still feel contemporary.

Outcome
People liked the little job characters so much, they even started posting them to Facebook and Twitter. In the first three months of the campaign, over 37,000 people visited the site, and spent an average of more than seven minutes exploring the site and making donations. In the end, TVO made donating fun and showed how donating can help kids get smarter now, so they can be smart adults later.

Brief Explanation
The world of charities and public service groups is a crowded and challenging landscape with hundreds and hundreds of different messages asking for your financial help - So standing out from the others and looking and sounding different was crucial.

Client Brief Or Objective
Our client TVO is a public broadcaster that makes educational TV for kids. They asked us to develop a campaign look and feel to help drive awareness and lead to donations to help them continue to make the best educational programming for kids.