PJ DDB PRODUCES PROMOTION FOR CN TOWER CLIMB
By Adnews Staff
The Toronto office of Palmer Jarvis DDB has created a campaign of public service announcements to support Paralympic champion Jeff Adams' upcoming "Step Up to Change" CN Tower climb. On Sept. 26, Adams will raise funds for a new program in association with the Canadian Foundation for Physically Disabled Persons by climbing the stairs of the CN Tower using a specially designed wheelchair. A television ad called "Escalator" is running in French and English on major television networks, Alliance Atlantis channels, TSN/RDS channels, Much Group channels and some digital specialty stations operated by Corus Entertainment. The 30-second spot shows Adam training for the climb. It also directs viewers to the <http://www.stepuptochange.com> Web site. Newspaper, transit shelter and washroom advertising has also been created. The print executions use three upward-looking views from the base of the CN Tower to emphasize the scale of the task. Palmer Jarvis created the pro-bono campaign with Avion Films, Panic and Bob Editing and David Fleurry Music.