On March 15, in response to Russia’s invasion of Ukraine, President Zelenskyy made an impassioned plea to us all:
“Can you imagine [the] famous CN Tower, if it was hit by Russian bombs?” “This is our reality.”
His words inspired feelwhatwefeel.com, a web experience where Canadians toggle between seeing their thriving cities today and what they could look like after an invasion. They were then asked to help Ukraine and donate.
A multimedia campaign was developed to drive people to the site.
Challenge
Because the need was urgent, the campaign needed to quickly raise $5,000,000 for Razom, a non-profit supporting the people of Ukraine in their fight for freedom. To achieve this, we needed a campaign that would grab people’s attention and get national coverage with limited media support.
Results & Impact
The campaign launched six weeks after Zelenskyy’s speech. Within 24 hours, 231.5 M impressions helped raise over $10,000,000 which provided 53,000 first aid kits, 138 pallets of trauma supplies, 50 defibrillators, 3 ambulances, 23 paramedic trucks, 4000 walkie-talkies, and 500 forensic rape kits.
Client: Razom Human Rights Advocate: Kamila Orlova
Agency: Grey Canada / TANK Worldwide
Chief Creative Officer: Marty Martinez
Executive Creative Director: Mark Mason
Copywriters: Krista Raspor / Benoît Losier / Craig Redmond
Art Directors: Mark Mason / Camilo Monzón Navas
Designer: Eve Trudel-Lévesque
Chief Executive Officer: Marc Lanouette
Chief Marketing Officer: Jill Mastroianni EVP,
General Manager: Nicole Lupke
Director of Production: Neal Owusu
Digital and Technology Strategist: Jean-Philippe Georges
Senior Interactive Art Director: Alexandre Desjardins
Director of Social Strategy: Stephanie Granowicz
Head of Communications: Vanessa Grillot
Producer: Deena Archibald
Editor: Biko Franklin
Studio Manager: Patty Groff
Digital Web Agency: Kffein Digital
Web Agency CEO: David Guillemin
Project Manager: Valentin Arvis Creative
Technologists: Gabriel Corbel / Guillaume Tomasi
Visual Effects Company: Rodeo FX
Head of Art Department: Deak Ferrand
Head of Department Matte Painting: Frederic St-Arnaud
Environment Artist: Sarah Haddab
Video Post-Production Compositors: Nicolas Laprise Pellicelli / Caroline Brien
VFX Supervisor: Erik Gagnon
Video Post-Production Producer: Carolie Legault-Lanouette
PR Company: Hill + Knowlton Strategies
PR Company Vice-President, Quebec: Patrice Lavoie
PR Company Senior Advisor: Maxime Belanger
Media Company: Group M
