When he's not busy punching boobs Canadian Prime Minister Justin Trudeau likes to appear on 60 Minutes to lecture Americans about how they should pay more attention to the world. He might stop throwing rocks at glass houses (and punching boobs for that matter) and tend to his own garden. Because if this PSA for the Salvation Army Canada is correct, 1 in 10 Canadians live in poverty and the majority of Canadians have no idea.
To get the word out, the Salvation Army held a very different kind of open house. One that was plastered with facts and figures in each room to show just how dire the situation is for nearly 3.2 million Canadians. In every room there was a stat that drove home the situation in what may be the best contextual advertising I've seen in a while.
I like how it stops people in their tracks in such a big way. Here they are, looking for a new house, because presumably they have enough discretionary income to buy one, and they are literally spending a few minutes living in the shoes of someone who skips meals, is late on payments, has to go to the food bank and can't afford basic necessities.
The Salvation Army also created a virtual tour so anyone can see the staggering statistics.
This activation is incredibly smart work from Grey Canada. Really great work.

gency: Grey Canada Chief Creative Officer: Patrick Scissons Creative Director: Joel Arbez Creative Director: James Ansley Art Director: Ryan McNeill Writer: Sue Kohm Account Executive: Kit Kostandoff Producer: Erica Metcalfe Print Producer: Elizabeth Macaulay Mac Artist: Steven Lobel Director of Technology and UX: Marc Cattapan Developer: Darren Neville Digital Producer: Jaan Yew Woon Production Company: Skin and Bones Film Company Director: Fraser White Executive Producer: Liane Thomas Line Producer: Jeff Schwartz Director of Photography: Mark Peachey Editorial: Saints Editorial Executive Producer: Michelle Lee Editor: Robin Haman Post Production: Alter Ego Executive Producer: Cheyenne Bloomfield Colourist: Tricia Hagoriles Online: Steve McGregor Music and Sound Design: Grayson Matthews Executive Producer: Kelly McCluskey
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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.