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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.

grey.com/canada

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