Y&R LAUNCH BILLBOARD CAMPAIGN FOR AGF WITH A TWIST
By Adnews Staff
Toronto-based Young & Rubicam has created a new outdoor advertising campaign for AGF Funds Inc. of Toronto that continues to build on the "Eventually Everyone Retires" headline. The campaign consists of six outdoor billboards across the country that are never completed. David Adams, executive vice president and co-creative director at Y&R, explained the idea behind the campaign is to have the words "Eventually Everyone Retires" painted letter by letter each day. He explains the final 's' will never appear on the billboards because the painters will have retired. The campaign, which launched yesterday, is running in Toronto, Halifax, Montreal, Calgary and Vancouver for six weeks. The billboards are propped with oversized paint cans and a scaffold which will remain in place for the entire campaign.