Raising the Roof | Toque 2017
In the dead of winter, we transformed high traffic areas around Toronto where vulnerable Canadians seek shelter into unexpected Raising the Roof Street Shops.
With a budget of only $10,000, the execution was simple but powerful: we used the inside of an old car parked on a busy street, a bench by the outdoor ice rink at City Hall and the doorway of a store on one of Toronto’s hippest streets, and sold toques. Painted entirely white, and dressed with toques for sale, our Street Shops drew the attention of people walking by. Signage read “Buy a toque here today. Prevent a family from living here tomorrow.” At every touchpoint – onsite and online, RTR’s trailblazing prevention programs were also explained at length.
Credits:
Group Creative Directors: Steve Persico, Anthony Chelvenathan
Art Director: Steven Tiao
Writer: Kevin Hoessler
Producer: Franca Piacente
Account Director: Danielle Iozzo