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Vancouver Police Foundation breaks sunglasses campaign

The Vancouver Police Foundation has begun a campaign intended to raise funds and increase awareness of the charitable organization. The campaign, developed by DDB Canada of Vancouver, promotes the sale of aviator-style mirrored sunglasses by the foundation at various community events. The sunglasses also feature in two 30-second television commercials called "Hoodie" and "Deflated," which use humour and tropes familiar from TV police dramas. The initiative also includes a social media contest, which Vancouver residents can enter by submitting photographs of themselves wearing the glasses. The photos will be posted on the Vancouver Police Department website, while the winner will receive a police ride-along experience. Other elements of the pro bono campaign include print and out-of-home advertising and public relations. "The iconic sunglasses pay homage to a signature look inherently tied to police and act as a badge of support that buyers can wear," said Cosmo Campbell, executive creative director at DDB Canada. "This becomes an  opportunity and conversation piece for Vancouverites to demonstrate their support for the police and look good doing it."

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