In celebrating Canada’s 150th birthday, every brand in the country jumped on board with celebratory ads, creating a sea of sameness. GREY Canada seized the opportunity to go in the opposite direction when creating a new campaign for The Salvation Army, hoping to remind people that Canada is still not a great place to live for the one in ten Canadians who struggle to pay for basic necessities. Print executions helped the agency do just that. Posters hand-painted by professional artists were made to look like classic tourism ads. But, upon closer inspection, each scene reveals hidden poverty.
The pool beckons in Colle McVoy’s posters for the US governing body for competitive swimming.