Bigger Together.

Big Brothers Big Sisters of Canada

Brand Purpose, Brand Strategy, Digital & Social Brand Campaign

To make a 100-year-old brand feel more relevant to a new generation of volunteers and to make the brand’s positioning easier for the 100+ Big Brothers Big Sisters (BBBS) chapters to adopt in communities across Canada.

Challenge

The brand strategy and insight for this campaign was based on the emotional wellbeing that comes from volunteering, and to show young adults that they get as much out of mentoring as the kids do.

Strategy

The concept for the campaign was to create a positive movement that everyone would want to be part of and rally behind. To accomplish this, the work had to be authentic, energetic and culturally relevant. So, we cast real BBBS children, along with their real mentors to show how the moments they share make them Bigger Together. This energy was underscored with a music track donated by Canadian recording artist Shad to help give the century old brand a little swagger.