Category: Best Localised Campaign
Advertiser: TOURISM TORONTO
Product/Service: TOURISM TORONTO
Agency: CP+B
Chief Creative Officer: Rob Reilly (CPB)
Creative Director: Michael Murray/Darren Richardson/Aaron Starkman (CPB)
Design Director/Art Director: John Thai (CPB)
Copywriter: Jane Murray (CPB)
Designer: Genevieve Beharry (CPB)
Retoucher: Jeremy Thompson (CPB)
Print Producer: Jennifer Dark (CPB)
Digital Artist: William Leung (CPB)
Associate Technical Director: Chris Czegel (CPB)
Account Director: Cheryl Mckenzie (CPB)
Content Manager: Daniella Casasanta (CPB)
Cognitive Anthropologist: Ryan Roberts (CPB)
Communication Planner: Jane Healy (CPB)
Group Account Director: Grace Castaneda (CPB)
Media placement: OOH - TIFF Building, Toronto - 20 May 2011
Insights, Strategy & the Idea
Toronto and Montreal are bitter rivals. The people from both cities rarely visited each other – despite being only a few hundred Km apart. Our job was to convince the citizens of each city to overlook their traditional dislike for one another and visit each other’s cities.
Creative Execution
We created a live interactive portal known as The Cheating Wall, which allowed Torontonians and Montrealers to virtually visit each other’s cities. They could use The Cheating Wall to see, talk and interact with one another in real time, and enjoy a voyeuristic look into lives of the other city. The wall itself consisted of separate HD video panels, each with their own camera, microphone, sensor and speaker allowing people to fully interact with someone individually.
Results and Effectiveness
The Tourism Toronto website received over half a million page views Crowds in Montreal and Toronto spent over 4 minutes on average cheating on their city at the wall.