This campaign was designed to encourage women to volunteer for Big Sisters, an organization that pairs young girls with women who can offer them advice and guidance. There’s a misperception by many women that being a Big Sister requires a large time commitment, and this is often cited as the reason women choose not to volunteer. To demonstrate how little time it takes to make a difference in a girl’s life DDB Canada created the shortest messages possible in any given media: seven second TV ads, five second radio ads, Tweets and small space print ads. The ads are just long enough to feature a Big Sister giving a young girl advice, reinforcing the fact that being a big sister may take less time than you think.
Advertising Agency: DDB, Vancouver, Canada Creative Directors: Dean Lee, Cosmo Campbell Associate Creative Director: Daryl Gardiner Copywriters: Amina Halim, Daryl Gardiner Art Directors: Daryl Gardiner, Lisa Chen-Wing Agency Producer: Sue Bell Account Manager: Lisa Chen-Wing Production Company: Family Style Productions Director: Jon & Torey Director of Photography: Mick Reynolds Line Producer: Liz Dussault, Dennis Beier Post-Production Company: JMB Post Editor: Daniel Pruger Online Editor: Randy Egan Colourist: Randy Egan Audio House: Griffiths, Gibson & Ramsay Audio House Producers: Peter Clarke Audio House Engineer: James Spooner Casting Agency: Steve Mann, Mann Casting Talent: Dale Boyer, Emily Riggsvia adsoftheworld.com