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Crime Stoppers Toronto

TV/Radio Commercials, Public Service

Crime Stoppers Toronto is a non-profit organization aimed at fighting crime in Toronto. Their annual fundraiser—a three-course dinner where the police and the crime fighting elite of Toronto rub shoulders—is vital to receiving funds. Over the years, the Chief of Police Dinner had gained a reputation of being slightly too long and a little stale.

To refresh the event, The Toronto-based team at DDB Canada renamed it the Crime Stoppers Ball, and let invitees know it would take a different format and be more fun this year. So much fun in fact, that everyone was going to be there. This lead to the campaign slogan: “The perfect night to commit a crime.” The TV spot, invitation and print ads each demonstrated what might happen when all of Toronto’s crime fighting elite were celebrating in one place rather than protecting the city at large.

“By the way,” notes the DDB team, “if you hypothetically ever were to rob a bank; go with the ski mask. Pantyhose are awfully painful and make you look like a fool. Much like the criminals in our commercial.”

TV Spot: Jorgen Stovne, art director; Arjang Esfandiyari, writer; Paul Riss/Rob Sturch/Paul Wallace, creative directors; Todd Mackie/Denise Rossetto, executive creative directors; Andrew Schulze, agency producer; Partners Films, production: Aerin Barnes, executive producer; Michael Downing, director; John Houtman, director of photography; Shannon Barnes, line producer; PosterBoy Edit, post-production: Michelle Rich, post-production executive producer; Stephen Sora, editor; James Arthurs, assistant editor; Amanda Lariviere, online executive; Andres Kirejew, online editor; Alter Ego, color; Tricia Hagoriles, colorist; Grayson Matthews, audio.

Print ad: Bank Jorgen Stovne, art director; Arjang Esfandiyari, writer; Philip Rostron/Instil Productions, photographer; Steve Pinter, illustrator; Instil productions, imaging/retoucher; Paul Wallace/David Ross, creative directors; Todd Mackie/Denise Rossetto, executive creative directors.

DDB Canada (Toronto), ad agency; Crime Stoppers Toronto, client.