Initiated by RBC along with several dozen ‘corporate Canada’ partners, the Canada United campaign focused on creating a grassroots movement encouraging Canadians to support local businesses affected by COVID-19. The program included grant funding available for small businesses (up to $5K per business) to offset COVID-19-related expenses, and cash prizes for Canadians who showed their support for small and local businesses, with the core message being to “show local some love”. The look was inspired by the feeling of a local farmer market, with colours and design elements maintaining an inviting, grassroots feel. An extensive library of logo options was made available for local businesses to show their connection to the movement. Other campaign assets were created for TV, OOH, print and digital media, plus street-level promotional material and signage.

CREDITS

CHIEF CREATIVE OFFICER: HECTOR CRESPO

CREATIVE DIRECTOR: DANIEL KAPLAN

DESIGNERS: MURIEL SCHVARZMAN, MACKENZIE HUNG

WRITER: CASSI KAPLAN

DEVELOPER: MUHAMMAD LATIF

SOCIAL MEDIA, FACEBOOK CREATIVE SHOP TEAM: MAGGIE FOST, ALEX BOLAND, PETER GRIMALDI

ACCOUNT TEAM: JEN-CHI LEE, JO-ANNE WADE, GABRIEL WOO, ANUSH SACHDEVA