Integrated Campaign :: A former, shall we say controversial, Mayor of Toronto had made a big deal about losing his weight, but fell short of his goal. Incidently he was also not a big fan of cylists on our streets. So we created a spoof charity, RideForRob.com, to which Torontonians could donate their bike ride and ultimately promote a healthy lifestyle. RIP Rob Ford.
Read the press.
Watch the campaign video.
Website :: This was the hub of the campaign, where Torontonian cyclists could ‘donate’ their daily bike ride to Rob Ford.
As more cyclists donated their ride, the more fit Rob Ford’s avatar got.
Out of Home :: Posters encouraged cyclists to go to RideForRob.com to donate their ride to the mayor’s waistline.