| Título | The Story of i |
| Agencia | MacLAREN McCANN |
| Campaña | The Story of i |
| Anunciante | Wendy's |
| Marca | The Dave Thomas Foundation for Adoption Canada |
| Fecha de primera difusión/publicación | 2013 / 7 |
| Sector Empresarial | Restaurantes y comida rápida |
| Sinopsis | The Story Of i is a 2-minute, animated film about how a foster child’s life is transformed when a loving family adopts him |
| Filosofía | Our strategy was to use an uplifting story of joy and happiness to get people thinking and talking about adoption. We wrote an original song and turned it into a heartwarming, animated short film called, The Story Of i. It celebrates the joy of adoption and tells the story of how one foster child’s life is transformed when a loving family adopts him. The film was launched in early June and shown on Facebook, YouTube and thisisthestoryofi.com. We used Facebook video ads to reach a primarily female audience and encouraged discussion about adoption. Then, to support National Adoption Month – an extensive POP campaign was launched in November. Our character, “i” was featured on donation boxes, posters, standees, tray liners, and $2 donation pin-ups. During this period all proceeds and donations went directly to the DTFAC. |
| Problema | There are currently over 35,000 Canadian foster children waiting for loving, permanent families. Many of them have waited a long time. These children are no longer infants, they may take longer to place because of their age, and eventually some “age-out” of the foster system completely. These kids truly deserve a break and the goal of The Dave Thomas Foundation for Adoption Canada (DTFAC) is to match these children with carefully selected families. Wendy’s Canada challenged us to create awareness of the DTFAC and encourage a dialogue about foster adoption. |
| Resultado | The Story Of i campaign results exceeded our expectations. We were able to create a great original song and a video that was shared more than 120,000 times. The campaign generated over 4,000,000 impressions and resulted in an 85% increase in traffic to the DTFAC donation site. And we were able to triple donations. As a result of our efforts more people know about The Dave Thomas Foundation For Adoption Canada and more foster children will be placed in loving, permanent families. Even if just one child finds a family all our work will be worthwhile. And, really, there’s no better result than that. |
| Medio | Web Film |
| Duración | |
| Banda Sonora | "The Story of i"- By Grayson Matthews |
| Más información | http://www.thisisthestoryofi.com/ |
| Música | Grayson Matthews |
| Creative Director (Copywriter) | Dave Stubbs |
| Creative Director (Art Director) | Marc Melanson |
| Creative Director (Art Director) | Duncan Porter |
| Productor de la agencia | Sarah Michener |
| Productor de la agencia | Sandy Cole |
| Productora | The Ebeling Group |
| Realizador | CADUX |
| Director ejecutivo de creación | Sean Davison |
| Director ejecutivo de creación | Mike Halminen |
| Autor de letras | Dave Stubbs |
| Autor de letras | Marc Melanson |
| Programador | Joel Ray |
| Contacto de presentación de agencias | Julia Auriemma |