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Centre for Addiction & Mental Health: Transforming Lives - CAMH Print Ad

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The Centre for Addiction and Mental Health (CAMH) is building a new kind of hospital in Toronto’s trendy Ossington neighborhood, and believes that being part of the community is part of treatment. As such, the 27-acre site will be an innovative urban village of care for patients with mental illness and addiction issues. The campaign from Zig, Toronto was inspired by the ubiquitous condo real estate advertising throughout the city. We took those stereotypical ads and put a new spin on them, creating faux real estate ads first as teasers to drive people to, and this week launching reveal executions with more details on the project. We even created a condo-style model suite to provide a tangible experience for people to engage with the new kind of care that their support can enable. The campaign includes radio, print and OOH.
Credits Other credits

Coach: Esmé Carroll + Andy Macaulay

Planner: Peter Kaegi + Subtej Nijjar

Team Leader: Jackie Galvin

Project Manager: Cristina Leung

Retoucher: Jeremy Thompson

Studio: Cade Chan + William Leung

Print Production: Julie Riley

Media Buyer: Cherie Raymond + Joel Nicolle

Media Planner: Eugenia Kung

Radio engineer: Mike Rowland

Producer: Karen Black

Studio: RMW Music

Radio Talent: George Stroumboulopoulos

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