DDB Canada and its integrated groups Tribal DDB Vancouver and DDB PublicRelations has kicked off a province-wide campaign with the BC Egg Marketing Board to put the economic impact of cross-border shopping into perspective for consumers. Cross-border shoppers apparently buy two million cartons of U.S. eggs every year, costing the B.C. economy more than $3 million.
The Eggonomics campaign seeks to arm consumers with facts like this to encourage States-bound shoppers to think twice about the source of their eggs.
For most consumers, it is easy to overlook the broader impacts of the immediate, short-term cost savings of purchasing staple items in the US. But, as the campaign drives home, economic losses to the BC Egg industry translate into less money for publicly funded programs, including health care, law enforcement, public education and social programs.
To make this point in a memorable way, an ambient street-art installation featuring a life-sized fire truck made entirely out of egg cartons is on display at the southwest corner of Granville Street and West Georgia Street in Vancouver.