Saving is the new savings.

—

The Princess Margaret Cancer Foundation, Canada

THE CHALLENGE:
Donations to Princess Margaret Cancer Foundation (PMCH) had plateaued. In order to succeed, PMCH needed to jolt new donors into action. Consumers had become numb to the expected pleas from cause marketing. The standard sad, tear-inducing approach that treated sickness like a weakness wasn’t work.

THE IDEA:
We created an iconic asset: The Black PMCH Shopping Bag. 
A shopping bag with a message. Our aim was to make this THE bag to be seen carrying during Black Friday -- 2019.