Pro Bono Industry Team Effort Led by TANK
Worldwide & Grey Canada
TORONTO, May 2, 2022
/CNW/ -- TANK WW and Grey Canada today unveiled a dramatic
multimedia campaign to raise funds for Ukraine humanitarian and refugee efforts
through Razom. The work is built on a quote from Ukrainian
President Zelensky's address to the Canadian parliament: "Feel
this: what we feel every day."
"The quote inspired our team to show Canadians what it would
look and feel like if we were under siege and our cities were being
destroyed," said Marty Martinez,
Chief Creative Officer of TANK WW.
The pro bono integrated campaign includes out-of-home, social
media, online and public relations in Canada and later the US.
Images of iconic landmarks in Toronto and Montreal appear
on https://feelwhatwefeel.com/. Visitors can toggle
between before and after views showing the war-torn cities in
ruins, created using cutting-edge visual effects. Pedestrians can
access a QR code to see the moving scenes on digital billboards at
their transit stop.
"As an industry we have a voice and a public platform, and
therefore also an obligation to craft powerfully effective messages
for good, that can have direct impact on human lives. In this case,
for the people of Ukraine. May we
always feel, what they feel,"said Mark
Mason, Executive Creative Director of Grey Canada.
A Who's Who of Canada's
creative industry gave of their talent, time and resources to bring
this effort to life in record time:
- Rodeo FX, the Oscar-winning studio, provided VFX
services
- Kffein developed the campaign's microsite
- Astral, BellMedia, Rogers, Yahoo, CBC, Publicité Sauvage,
our media partners, donated prime space
- Group M, a WPP company, provided media planning and
procurement
"When this war began and we saw the scale of the human disaster
unfolding, we all rallied to the cause," said Marc Lanouette, Global Chief Executive Officer
at TANK WW. Every dollar we raise goes to Razom."
All Canadians are being asked to donate and support the effort
by engaging with the campaign and sharing the
#FeelWhatWeFeelEveryDay hashtag on their social media to drive
awareness and donations via the website.
"At the start of the russian invasion of Ukraine, Razom activated our emergency
response fund to provide urgent help and support to Ukraine on the ground. Since then, we have
been focused on delivering tactical medicine items, hospital
supplies, and tech-enabled emergency response devices that
facilitate the delivery of this aid. On average, we are sending 50
pallets of aid to Ukraine each
week, totalling 400 pallets to date and have made 330 deliveries to
Eastern Ukraine in the first 2
months of the war. However, as russia's war rages on, we need to
continue to amplify Ukrainian voices and continue to provide
critical medical supplies," said Theodora
B. Chomiak, President of Razom for Ukraine.
"We are grateful to Tank Worldwide and Grey Canada for standing
with Ukraine and taking the
initiative in creating the Feel What We Feel campaign, and we hope
that it will help us further deliver on our mission of saving as
many Ukrainian lives as possible."
* Non-capitalization of the russia's proper name is Razom for
Ukraine's device used to express
our existential resistance against russia's invasion of sovereign
Ukraine.
Please see:
- Website visual
- Video Asset for Social and TV
- Press Visual
- TSA and Digital OOH visuals
About TANK Worldwide
TANK Worldwide, a member of the WPP network (NYSE: WPP) and part
of Grey Group, is a creative advertising agency with offices in
Montreal, Toronto, New
York, and London. The
agency serves several major national and international brands,
including Volvo, Pfizer, Moderna, GSK and Western Digital. TANK
Worldwide specializes as change agents helping brands to apply
craft and storytelling to shed light to topics that can positively
impact human lives. To learn more,
visit http://www.tankww.com.
About Grey Canada
Grey Canada is an office of
Grey, the advertising network of Grey Group. Grey Group ranks among
the largest global communications companies. Its parent company is
WPP (NASDAQ:WPPGY). Under the banner of "Famously Effective Since
1917," the agency serves a roster of blue-chip clients of many of
the world's best-known companies including Volvo, Audible, The
Toronto Zoo, Pringles, Lindt, Sagicor Financial and with leading
not-for-profit's including Trillium Gift of Life Network, Canadian
Blood Services, Special Olympics, The Salvation Army.
(www.grey.com/canada)
Additional Quotes:
Ukrainian President
Zelenskyy's Address to US Congress – Full
Transcript
Ukrainian President Zelenskyy's Address to
Canadian Parliament – Full Transcript
Credits:
Client - Razom
Kamila Orlova
Agency – TANK Worldwide/Grey Canada
Chief Executive
Officer – Marc Lanouette
Chief Creative Officer – Marty
Martinez
Chief Marketing Officer – Jill Mastroianni
Executive Creative Director – Mark
Mason
Copywriter – Krista Raspor /
Benoit Losier
Art Director – Mark Mason /
Eve Trudel
EVP, General Manager – Nicole
Lupke
Director of Production – Neal
Owusu
Digital and Technology Strategist – Jean-Philippe Georges
Senior Interactive Art Director – Alexandre
Desjardins
Director of Social Strategy– Stephanie
Granowicz
Head of Communications – Vanessa
Grillot
Producer – Deena Archibald
Editor – Biko Franklin
Studio Manager – Patty Groff
Web Agency – Kffein
CEO - David Guillemin
Project Manager - Valentin Arvis
Creative Technologist - Gabriel Corbel
Creative Technologist - Guillaume
Tomasi
Visual Effects – Rodeo FX
Head of Art Department -
Deak Ferrand
Head of Department Matte Painting - Frederic St-Arnaud
Environment artist - Sarah Haddab
Video Post Production Compositor - Nicolas
Laprise-Pellicelli
Video Post Production Compositor - Caroline
Brien
VFX supervisor - Ads & Experience - Erik Gagnon
Video Post Production Producer - Carolie
Legault-Lanouette
Hill + Knowlton Strategies
Vice-President,
Quebec – Patrice Lavoie
Public Relations Senior Advisor – Maxime
Belanger
Group M
Contacts:
Owen.dougherty@grey.com
212.535.2063
Jillian.mastroianni@tankww.com
203.671.6907
View original content to download
multimedia:https://www.prnewswire.com/news-releases/dramatic-campaign-to-aid-ukraine-launches-in-canada-301537563.html
SOURCE Grey