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Open conducts lockdown awareness campaign

Toronto-based advertising agency Open is conducting a COVID-19 awareness campaign called “Don't Kill Your Grandma.” The social media campaign encourages people to follow the rules of the pandemic lockdown. The creative makes use of images of fabric and wallpaper patterns in the style of the 1950s, accompanied by copy in the style of the health warnings on cigarette packages. The English and French executions are intended to be shared by consumers on Instagram, Facebook and Twitter.

“This was inspired by a conversation I had with my daughter back in September, at the start of her school year, in Montreal,” said Open partner Martin Beauvais. “I knew my mother would want to see her granddaughter and help her get groceries, set up her new apartment, etcetera, and I was looking for the best way to make her understand that it was important for her not to party or mingle in large groups. I was looking for a way to make the message stick and hit home. I know my daughter loves her grandmother and would never do anything to put her at risk.”

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