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Category
Data Visualization
Annual ID
ADC_INT20_058M
About the Work
Toronto is the poverty capital of Canada with more than 116,000 families struggling to put a roof over their head. However, this problem goes unnoticed because on the surface, Toronto appears to be a prosperous and thriving city with its ever-growing skyline. To bring attention to this issue, we created the #UNIGNORABLE Tower – a mobile AR experience by United Way that imagines the tower we would need to visualize every Toronto family that can’t afford a place to live. We gathered data from Toronto’s open data project to determine the number of families on the affordable housing waitlist, as well as individuals using shelters. Users accessed the experience through their mobile device, which used persistent AR technology to render out an accurately scaled model of the tower in a fixed location. The AR model of the tower rose to a real-world height of 485 storeys, and the time-of-day determined the colour and lighting of the tower. The tower became our way to pull people into the conversation about poverty as the AR experience educated them on the scale of the problem. After learning about this hidden issue, users could donate directly to United Way to support their fight against poverty.
2020 Awards
Total Points: 2
Merit Honor
Credits
Agency
TAXI / Toronto/Montreal/Vancouver/New York
Client / Brand
United Way / Toronto
Production Company
Array of Stars / Toronto
Art Director
Will Cuthbert
Dan Cantelon
Chief Creative Officer
Debbi Vandeven
Jason Xenopoulos
Creative Director
Frank Macera
Executive Creative Director
Alexis Bronstorph
Kelsey Horne
Joao Coutinho
Producer
Kelsey-Lynn Corradetti
Writer
Michael Mehrasa
Marc Levesque
Account Team
Heather Osbourne
Leigh Anderson
Shawne Elnicki
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