Habitat for Humanity begins ReStore campaign
The Greater Toronto Area branch of Habitat for Humanity has begun a marketing campaign in support of its ReStore retail arm. ReStore is a retailer that accepts donations of furniture and sells them to raise funds for Habitat for Humanity. The new brand campaign, developed pro bono by JWT Canada, features television personality Alan Thicke donating his bed to the store. The digital and social media initiative focuses on a website at <http://www.alanthickesbed.com>. The site will document the trip taken by the bed from Los Angeles to a new ReStore location in Toronto. The bed will be displayed at the store beginning on Nov. 22, then auctioned online on Nov. 22. In addition, an episode of the show Unusually Thicke will mention ReStore in early 2015. Three additional online commercials will also be released early next year.
"This campaign tells the story we wanted to tell," said Ene Underwood, CEO of Habitat for Humanity Greater Toronto Area. "That it's fun and easy to do good by donating your furniture to ReStore to support Habitat for Humanity GTA. It also brings to light to this important cause in a humorous and fun way, and that's what we hope will stick with people."