Watch This: A tabloid take on single moms (Woodgreen)

Toronto commuters may have noticed WoodGreen Community Services‘ transit ads styled like fashion and celebrity magazines that started appearing mid-January (right). It was just one element of a campaign created by DDB Canada for WoodGreen’s “Homeward Bound” program. The pro bono campaign officially launched last week and includes this video that carries the celebrity angle […]

Toronto commuters may have noticed WoodGreen Community Services‘ transit ads styled like fashion and celebrity magazines that started appearing mid-January (right). It was just one element of a campaign created by DDB Canada for WoodGreen’s “Homeward Bound” program.

The pro bono campaign officially launched last week and includes this video that carries the celebrity angle forward. But it also lets viewers know that the subjects of this campaign are real single mothers who have graduated from Homeward Bound, “an award-winning, 4-year program that helps homeless or struggling single mothers earn a tuition-paid college diploma, start a career, and become self-sufficient.” You can learn more about each of the five mothers with links at the end of this video:

“Our creative is a parody of popular celebrity media culture, but instead of celebrity-focused stories, it features hard-hitting headlines about struggling single mothers and the real hardships they face each day,” said Denise Rossetto, DDB executive creative director, in a release. “Learning about celebrities is fun, but we want people to recognize that there are many others who are in greater need of our attention and support.”

Agency: DDB Toronto
Copywriter: Domenique Raso
Art director: Rebecca May
Chief creative officer: Kevin Drew Davis
Executive creative directors: Denise Rossetto, Todd Mackie
Media: OMD
Production: Corner Store
Director: Jorn Haagen
Post-production: School
Online: AXYZ
Colour: Alter Ego
Audio house: RMW Music
Documentary director: Peter Andrew

Brands Articles

Budweiser gives Clydesdales holiday pink slip

Beer brand retires its famous horses as it attempts to lure in a younger demo

Nike extends contract with US Olympic team through 2020

The sports apparel brand is the second domestic sponsor to renew with the USOC

On The Move – Weekly Roundup

A recap of who’s headed where in Canadian marketing and communications

Lowe’s Canada debuts augmented design experience

New design tool based on comic books created by in-house science fiction authors

Destination British Columbia embarks on a rebrand

The tagline remains the same, but the marketing strategy is much different

BMO unveils first campaign from Y&R

A new, employee-built tagline is designed for Canadian and U.S. markets

Supermarket chain battles criticism over World War I ad

Sainsbury's four-minute television spot depicts the 1914 Christmas Truce

Best Buy posts unexpected sales gain, prepares for holiday deals

Best Buy CEO: Holiday deals will be more "balanced and targeted" this year