The RioCan Mask Wall
Pro Bono Advertising - Single
No Fixed Address, Toronto, ON
Chief Creative Officer: Dave Federico, Josh Budd Creative Director: Rena Menkes Hula, Trent Thompson Copywriter: Larissa Nodwell Art Director: Elijah Kamaras-Garland Business Lead: Anika Chabra Account Supervisor: Lisa Budish Account Coordinator: Hailey Foreman Production House: WDI Media Producer: Sam Hall Technical Director: Nick Marinelli
This summer, as COVID cases rose in Toronto, the city mandated face masks be worn indoors. We quickly realized that forgetting your mask was the new forgetting your keys. So, to help our client, RioCan, reopen their properties safely, we were inspired by the defacement of transit posters. We asked ourselves, Could we channel this behaviour into something helpful? Yes, was our answer. The RioCan Mask Wall let people take a mask when they needed it, while also spreading a message of community.