Mississauga’s in-house design team was tasked with creating a cohesive, new look and feel for the 2017/2018 Be a Good Neighbour campaign. The key objectives were to encourage residents to participate in neighbourhood snow removal, drive traffic to mississauga.ca/snow and increase public engagement through social media.
Credits
Client: City of Mississauga Transportation & Works
Creative Director: Tina Mackenzie RGD
Designer: Alana Ruoso RGD
Description
Mississauga’s in-house design team was tasked with creating a cohesive, new look and feel for the 2017/2018 Be a Good Neighbour campaign. The key objectives were to encourage residents to participate in neighbourhood snow removal, drive traffic to mississauga.ca/snow and increase public engagement through social media. The creative was designed to be unexpected, noticeable and stand apart from previous campaigns, which featured bland images of people shoveling snow. By taking an optimistic, cheerful visual approach, Mississauga residents are inspired to pick up a snow shovel and take action. To date, Be a Good Neighbour has garnered 27,615 impressions online and 313 engagements, with more expected as the campaign continued through the winter months.
Judge's Comments
This project stands out for me as a very successful realization of the Transportation & Works Department’s need for a community digital and print awareness campaign. To reach a diverse multicultural audience is always a challenge and the design team did a good job. The simplicity of the graphics, and the animation application, are fun and appeal to all ages and backgrounds. NOT using photography evens the target market visual push and makes it approachable to all city audiences. The prominence of The City’s website on all pieces drives the viewer further for more info and the consistency of the unique graphic look from application to application is successful.
- Christopher Brands RGD Emeritus
Government Category 2018
