Champions

Plan Canada is dedicated to helping children escape poverty and injustice, so they can achieve their dreams–especially young girls who’ve migrated from developing countries. To help spread their message, Plan Canada wanted to create an unconventional idea for an OOH media buy.

 

So, we thought we’d try something different. While so many organizations show their subjects as victims in need of help, we wanted to portray young girls as the heroes they are and will grow up to be. To pull this off, we applied the archetype of the professional athlete–those revered figures whom people cheer for, draw inspiration from, and celebrate–to young girls. By placing these girls under the bright lights of epic stadiums, we disrupted the category and showcased how they can inspire us. They, too, are worthy of celebration and empowerment if we collectively support them for the champions they already are.