LEO BURNETT TORONTO, Toronto / TVO / 2013
TVO is a public broadcaster of educational television. To raise funding we created an illustrated campaign featuring dozens of unique characters, each with a different profession, to show kids and parents just how endless the possibilities are when you have the right educational fundamentals.
The key to the design and illustration style was coming with a design that would appeal to your average parent and your average kid – but still feel contemporary.
People liked the little job characters so much, they even started posting them to Facebook and Twitter. In the first three months of the campaign, over 37,000 people visited the site, and spent an average of more than seven minutes exploring the site and making donations. In the end, TVO made donating fun and showed how donating can help kids get smarter now, so they can be smart adults later.