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Drive to 0 / Ottawa Community Foundation

Submitted By Thomas Soto

Description

Staged as a false local tourism video, we took Ottawa’s hidden gems – the best parks, restaurants, cultural venues, etc., and gradually insert some of its more unsettling imagery – foodbanks, shelters, etc. We played on the striking contrast between a tourism pitch (positive narrative, attractive images) and the gradual insertion of discordant elements (troubling images, disturbing statistics, etc.). In other words, we got people to question what they thought to be true, and pique their curiosity and interest about OCF.

Objective

The video cought the attention of Ottawa dwellers by challenging them on their knowledge of their city. “Are you a true Ottawa local? See if you can recognize these hidden gems.” Then, through a classic misdirect, they learn that this ‘locals only’ knowledge is not what they originally imagined. The video ends on OCF’s mission: To lower the percentage of people in need to 0%. The objective was for locals to get to know OCF and their purpose.

Technical Challenge

We couldn't film the names of the organizations we were filming because we only chose a few of all the organizations that OCF is helping.
We couldn't film the faces of the people in them.
We had to deliver the ad within a month and move the whole crew to Ottawa for the shoot

Client

Ottawa Community Foundation

Agency

KBS Canada
agencekbs.ca

Media

Television

Market

Non-Profit

Credits

Director

Thomas Soto

Creative Director

Catherine Savard

Agency Producer

Marie-Claude Langlois

Account Executive

Lisa Senecal

Writer

Harold Beaulieu, Catherine Savard

Art Director

Marianne De L'Isle, Ambre Checkly

Editor

Hayden Whiting, Thomas Soto

Music & Sound

Antoine Mayer

Producer

Sarah Deline

Photographer

Benoit Jones Vallée

Views

71

 

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