DCC COMMUNICATIONS SUPPORTS CITY TREK
By Adnews Staff
Toronto-based DCC Communications took a humorous approach when it created an advertising campaign in support of the Children's Aid Foundation's annual City Trek fund-raiser. The campaign, created on a pro-bono basis by the agency, was designed to increase awareness about the event as well as attract event participants. The City Trek Crazy Costume Race is scheduled for June 14 in Toronto. Teams wear costumes and race around downtown Toronto while solving riddles. All proceeds from the Trek go to the Children's Aid Foundation's programs for abused and neglected children. The campaign includes television advertising, posters, brochures, registration passports and a CD-ROM. The commercial, called "The Best and The Brightest" is running in 30- and 60-second versions. The spot opens with a tight shot of a man's face. In a serious tone, he tells how he would like to join an elite team to help the cause. As the spot continues, the man turns out to be dressed in a long dress, jewelry and high heels. He is joined by a team dressed in beauty pageant outfits. The group prepares for the City Trek by taking part in a boot camp-type practice session. Advertising is scheduled to run until mid-June in the Toronto market.