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

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

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

Redefining the mini-meal

Shoppers looking beyond classic snacks like chips and cookies

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content

Mr. Sub selects Tag Franchise for a brand refresh

The quick-serve submarine chain is ready for change

More 2014 MIAs finalists – shortlist #2

Finalists in the Best Use of Content and Best Use of Digital Channels categories