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Category
Social Channel / Multi-Platform
Annual ID
OS_SM21_052M
About the Work
Shoppable Girls was an anti-sex trafficking campaign by Covenant House Toronto targeting female teens. The campaign centred around a fictional online fashion brand that didn’t sell the clothing it advertised, but the models wearing them. By emulating the style of a real fashion campaign, and geo-targeting social media ads to areas frequented by both teens and sex traffickers (schools, community centres, and malls), the campaign found an effective and unexpected way to take advantage of social channels to capture the attention of an elusive teen demographic.
2021 Awards
Total Points: 3
Merit
Credits
Agency
TAXI Canada / Toronto
Client / Brand
Covenant House / Toronto
Production Company
Arthouse Productions / Toronto
Associate Creative Director
Justin Luu
Lorne Heller
Chief Creative Officer
Alexis Bronstorph
Kelsey Horne
Executive Producer
Cherie O'Connor
Producer
Eastern Yoo
Account Director
Joyce Ho
Account Manager
Sarah Loo
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