Page 167 - Advertising Annual 57

PUBLIC SERVICE
1 (poster series)
Alex Newman, art director
Patrice Pollack, writer
Ari Elkouby, creative director
Ryan Spelliscy, executive creative director
Rasna Jaswal, designer
Lulu Wei, photographer
Susan Goodfellow, print producer
247 Integrated Inc., production service company
J. Walter Thompson Canada (Toronto, Canada), ad agency Toronto PFLAG, client
“The Toronto District School Board tasked us to discourage gender-based discrimination among its 76,000 students. So we created a series of eye-catching posters that asked students to shed some light on what matters. By using the flash on their smartphones, students illuminated not only the special light-sensitive reflective ink, but also the hidden and deeper meaning behind the sexual orientation labeled on the poster.”
2 Pam Fujimoto/Marie Richer, art directors
Ronnie Lee/Jamie Umpherson, writers
Pam Fujimoto/Ian Grais/Chris Staples/Aaron Starkman,
creative directors
Thomas Dagg, photographer/director of photography/
editor/director
Tami Noa Levy, illustrator
Michelle Asp, developer
Damara Dikeou, strategist
Jessica Goodwin, digital producer
Narine Artinian, print producer
Dustin Anstey, production company producer
RMW Music, production company
Rethink (Toronto, Canada)/WONGDOODY, ad agencies American Association of University Women, client
“In 2015, the United States Department of the Treasury announced its first-ever social media campaign, which invited the public to send in their ideas around the first bill to feature a woman. The new $10 bill intended to celebrate women’s equality in the United States, but women in America are still far from equal as they’re paid much less than men for the same work. Seeing an opportunity to hijack the conversation, the American Association of University Women submitted its own redesign within a few days of the announcement—one that represented what women’s equality in America really looks like by remaking the bill to be accurate. Instead of a woman’s face on a $10 bill, we created a woman’s face on a bill worth $7.8, indicating the wage gap. The video showed the illustrated bill with a call to action demanding real change. As we hoped for, the topic of pay equity immediately took over the #TheNew10 conversation. Instead of garnering design ideas and celebratory conversation with their hashtag as intended, the treasury got image after image of our altered bill and our video demanding real change.”
Communication Arts | commarts.com 169