Outdoor
Toronto Crime Stoppers: Razor
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Retail theft is an issue that’s not on Canadian minds. To the general population, it’s just harmless shoplifting. The reality however, is that organized retail theft actually costs Canadian businesses $4-billion a year.
Crime Stoppers needed to raise awareness of the issue, as they were looking for public support for stiffer penalties to criminals involved in organized retail theft. The difficulty was that Canadians didn’t feel it was an issue that had any impact on them and their day-to-day lives. Essentially, it was the retailer’s problem not theirs.
We discovered that the cost of replacing stolen goods and adding extra security measures in stores is passed on to consumers in the form of higher prices. In fact, the average family pays $413 more a year for the goods they buy because of retail theft.
We knew the unfairness of higher prices would resonate with Canadians, especially with the current economy. So we created a retail campaign for stores where all the prices were raised instead of lowered. The payoff? Organized retail theft costs Canadians $4-billion a year. Guess who pays for it?
Crime Stoppers needed to raise awareness of the issue, as they were looking for public support for stiffer penalties to criminals involved in organized retail theft. The difficulty was that Canadians didn’t feel it was an issue that had any impact on them and their day-to-day lives. Essentially, it was the retailer’s problem not theirs.
We discovered that the cost of replacing stolen goods and adding extra security measures in stores is passed on to consumers in the form of higher prices. In fact, the average family pays $413 more a year for the goods they buy because of retail theft.
We knew the unfairness of higher prices would resonate with Canadians, especially with the current economy. So we created a retail campaign for stores where all the prices were raised instead of lowered. The payoff? Organized retail theft costs Canadians $4-billion a year. Guess who pays for it?
- Category Charities & appeals
- Client Toronto Crime Stoppers
- Agency DDB Toronto
- Country Canada
- Uploaded 27 November, 2013
- Executive Creative Director
Denise Rossetto - Executive Creative Director
Todd Mackie - Creative Director/ writer
david ross - Creative Director/ art director
Paul Wallace - Art Director
Jake Bundock - Agency Producer
Caroline Clarke - Account team
Carly Sutherland - Account team
Rico Tudico
Audio Company: Pirate Toronto
Recording Studio: Pirate Toronto
Audio House Producer: Kate Goora-Fried
Audio House Director: Stephanie Pigott
Audio House Engineer: Jared Kuemper
Illustrator: Dennis Oba
Tech Lead: Brad Carson
Quality Assurance Lead: Enzo Licata
Online Producer: Cathy Kim
Account Team: Carly Sutherland, Account Supervisor; Rico Tudico; Account Supervisor
Strategy: Andrew Ahern
Social Media Strategy: Ed Lee
Online Analyst: Andrew Ahern
