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News
6 July 2010
Trashy ads for Ottawa
TORONTO/OTTAWA—The Ottawa office of public relations firm Fleishman-Hillard asked Toronto design firm Key Gordon to work on its green bin project with the City of Ottawa because of its environmental expertise.
Key Gordon president and creative director Grant Gordon says his design firm specializes in the environmental sector. The project with the City of Ottawa involved getting the community, especially young people, behind the implementation of green compost bins in the city.
“The Ottawa community wasn’t entirely gung-ho about incorporating bins into their lives and we wanted to make it seem like it wasn’t something we were cramming down people’s throats,” says Gordon. This was solved through transferring the voice of the city to the voice of the green bin with taglines including “Keep your Eyes Peeled!” and “Feed Me!”
The campaign includes print and online banner ads, outdoor transit and in-bus advertising as well as television and radio spots.
To appear young and fresh, bright colours are used throughout the campaign. Shortcut, a distressed font, is used for the speech bubble in the print advertising. “The font is a reflection of a gruff, funny character,” says Key Gordon art director Joe Gorecki. “Combined with the bright colours, it creates a nice vibe for the younger audience.” The background of the print ad lists items which can be put in the bin. All ads are clearly branded with the City of Ottawa logo. Contact: Keygordon.com
Key Gordon president and creative director Grant Gordon says his design firm specializes in the environmental sector. The project with the City of Ottawa involved getting the community, especially young people, behind the implementation of green compost bins in the city.
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Key Gordon says the City of Ottawa was fantastic to work with
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“The Ottawa community wasn’t entirely gung-ho about incorporating bins into their lives and we wanted to make it seem like it wasn’t something we were cramming down people’s throats,” says Gordon. This was solved through transferring the voice of the city to the voice of the green bin with taglines including “Keep your Eyes Peeled!” and “Feed Me!”
The campaign includes print and online banner ads, outdoor transit and in-bus advertising as well as television and radio spots.
To appear young and fresh, bright colours are used throughout the campaign. Shortcut, a distressed font, is used for the speech bubble in the print advertising. “The font is a reflection of a gruff, funny character,” says Key Gordon art director Joe Gorecki. “Combined with the bright colours, it creates a nice vibe for the younger audience.” The background of the print ad lists items which can be put in the bin. All ads are clearly branded with the City of Ottawa logo. Contact: Keygordon.com
— Val Maloney
Comments (5) Post a Comment
Comments:
1. Ben says:
6 July 2010 at 7:35 PM
oh, that's a trashy looking ad alright
2. Anonymous says:
6 July 2010 at 7:37 PM
looks like a skater dude ad with the old broken up dafont
3. Anonymous says:
8 July 2010 at 1:27 PM
the radio ads are actually pretty funny
4. Dean says:
20 July 2010 at 4:21 PM
Not bad. Seems pretty upbeat for a city of Ottawa campaign. Getting creative work through to fruition can be challenging when you're working with committees and bureaucrats.
5. Anonymous says:
15 August 2010 at 10:15 AM
not really pretty but gets the message across, what works sometimes doesn't always necessarily reflect beauty.
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