Campaign Description

The objective was to generate curiosity and buzz for Open Book Toronto – a new non-profit organization whose centerpiece was a website promoting local books and authors. Our target was 20-40 year old urban professionals, unaware of the great literature coming from home.

Whether it’s billboards, flyers, or classifieds, there’s an infinite amount of bad local writing Torontonians read. We created stickers that challenged people to discover a richer kind of local writing. The stickers were slapped on fake ads and articles we created. For instance, a mock ad for a Toronto dating service was plastered with a sticker asking, “Is this the only local romance you’re reading?” Other executions, such as a sticker slapped on local graffiti, used the city itself as an advertising canvas.

Hoax Websites