Maxwell House brews some good.
When Maxwell House switched to 100% Arabica beans, that meant a better brew. Which got us thinking, If we made our coffee better for consumers, how could we improve their communities? By spending our advertising budget on doing good for others, that's how.
What We Did: Creative Idea / Art Direction / Oversaw Video Production / Website Design / Print / Out-of-home
We launched the campaign inviting Canadians to go online and nominate a worthy cause in their community. On TV we donated funds to Regent Park School of Music and MIRA to train guide dogs for the blind.
Online, we asked Canadians to nominate a worthy cause. Then we profiled the chosen recipients. We received over 4,500 nominations and helped over 21 charities.
For OOH and Print, we used our budget to profile emerging artists and authors.
