Tvo: SMART KIDS NOW. SMART ADULTS LATER.

Credits & Description:

Advertiser: TVO
Agency: LEO BURNETT TORONTO
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: SMART KIDS NOW. SMART ADULTS LATER.
Social Media Planner: Heather Morrison (Leo Burnett/Toronto)
Copywriter: Matthew Doran (Leo Burnett/Toronto)
Art Director: Mike Cook (Leo Burnett/Toronto)
Web/Flash Developer: Jacqueline Adediji (Leo Burnett/Toronto)
Executive Producer: Kevin Corvetti (Public Assembly)
Art Producer: Laurie Filgiano (Leo Burnett/Toronto)
Audio: The Eggplant
Illustrator: Martin Bregman
Planner: Brent Nelsen (Leo Burnett/Toronto)
Account Supervisor: Chris Saunders (Leo Burnett/Toronto)
Casting: Jigsaw
Creative Director: Lisa Greenberg (Leo Burnett/Toronto)
Copywriter: Stephen Stahl (Leo Burnett/Toronto)
Planner: Zeb Barrett (Leo Burnett/Toronto)
Group Account Director: David Buckspan (Leo Burnett/Toronto)
Chief Creative Officer: Judy John (Leo Burnett/Toronto)
Art Director: Matthew Kenney (Leo Burnett/Toronto)
Production Company: Public Assembly
Group Creative Director: Sam Cerullo (Leo Burnett/Toronto)

Brief Explanation
TVO is a public broadcaster that needed to raise funding for their educational children's programming. So, we created a unique digital campaign featuring dozens of unique characters. The characters showed people how endless the possibilities are when kids get the right educational fundamentals. The centrepiece of the campaign was a website hat featured a unique donation interface that made donating fun and showed how every dollar donated helps a kid get closer to what they want to be. The website was supported by digital, television and press that drove people to the site to donate.