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Green Shield Canada begins out-of-home campaign

Green Shield Canada of Windsor, ON has begun an advertising campaign in Toronto. The company specializes in health and dental benefits programs. The campaign consists of posters and elevator wraps in the underground system of pedestrian walkways connecting downtown office buildings. According to Marshall Fenn Communications, which developed the campaign, the initiative is aimed specifically at employees of Mercer Consulting, a retirement and investment consulting firm. "Green Shield is only involved with medical and dental benefits and they're using a humorous approach to let third party consultants like Mercer know it," said Jim Wentzel, vice-president of strategy and planning at the agency. The ads use copy such as, "We may be completely focused on health and dental benefits but we still remember our kids' names. Their last ones anyway." Another reads, "After a long hard day analyzing medical claims data we like to unwind for a few hours and focus on dental claims."

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