TORONTO, CANADA — TANK Worldwide and Grey Canada today unveiled a dramatic multimedia campaign to raise funds for Ukraine’s humanitarian and refugee efforts through Razom. The work is built on a quote from Ukrainian President Zelensky’s address to the Canadian parliament: “Feel this: what we feel every day.”
“The quote inspired our team to show Canadians what it would look and feel like if we were under siege and our cities were being destroyed,” said Marty Martinez, Chief Creative Officer of TANK WW.
The pro bono integrated campaign includes out-of-home, social media, online and public relations in Canada and later the US.
Images of iconic landmarks in Toronto and Montreal appear on https://feelwhatwefeel.com/. Visitors can toggle between before and after views showing the war-torn cities in ruins, created using cutting-edge visual effects. Pedestrians can access a QR code to see the moving scenes on digital billboards at their transit stop.
“As an industry, we have a voice and a public platform, and therefore also an obligation to craft powerfully effective messages for good, that can have a direct impact on human lives. In this case, for the people of Ukraine. May we always feel, what they feel,” said Mark Mason, Executive Creative Director of Grey Canada.
A Who’s Who of Canada’s creative industry gave of their talent, time and resources to bring this effort to life in record time:
- Rodeo FX, the Oscar-winning studio, provided VFX services
- Kffein developed the campaign’s microsite
- Astral, BellMedia, Rogers, Yahoo, CBC, Publicité Sauvage, our media partners, donated prime space
- Group M, a WPP company, provided media planning and procurement
“When this war began and we saw the scale of the human disaster unfolding, we all rallied to the cause,” said Marc Lanouette, Global Chief Executive Officer at TANK WW. “Every dollar we raise goes to Razom.”
All Canadians are being asked to donate and support the effort by engaging with the campaign and sharing the #FeelWhatWeFeelEveryDay hashtag on their social media to drive awareness and donations via the website.
“At the start of the russian invasion of Ukraine, Razom activated our emergency response fund to provide urgent help and support to Ukraine on the ground. Since then, we have been focused on delivering tactical medicine items, hospital supplies, and tech-enabled emergency response devices that facilitate the delivery of this aid. On average, we are sending 50 pallets of aid to Ukraine each week, totaling 400 pallets to date and have made 330 deliveries to Eastern Ukraine in the first 2 months of the war. However, as russia’s war rages on, we need to continue to amplify Ukrainian voices and continue to provide critical medical supplies,” said Theodora B. Chomiak, President of Razom for Ukraine.
“We are grateful to Tank Worldwide and Grey Canada for standing with Ukraine and taking the initiative in creating the Feel What We Feel campaign, and we hope that it will help us further deliver on our mission of saving as many Ukrainian lives as possible.”
*Non-capitalization of russia’s proper name is Razom for Ukraine’s device used to express our existential resistance against russia’s invasion of sovereign Ukraine.
Credits:
Client – Razom
Kamila Orlova
Agency – TANK Worldwide/Grey Canada
Chief Executive Officer – Marc Lanouette
Chief Creative Officer – Marty Martinez
Chief Marketing Officer – Jill Mastroianni
Executive Creative Director – Mark Mason
Copywriter – Krista Raspor / Benoit Losier
Art Director – Mark Mason / Eve Trudel
EVP, General Manager – Nicole Lupke
Director of Production – Neal Owusu
Digital and Technology Strategist – Jean-Philippe Georges
Senior Interactive Art Director – Alexandre Desjardins
Director of Social Strategy– Stephanie Granowicz
Head of Communications – Vanessa Grillot
Producer – Deena Archibald
Editor – Biko Franklin
Studio Manager – Patty Groff
Web Agency – Kffein
CEO – David Guillemin
Project Manager – Valentin Arvis
Creative Technologist – Gabriel Corbel
Creative Technologist – Guillaume Tomasi
Visual Effects – Rodeo FX
Head of Art Department – Deak Ferrand
Head of Department Matte Painting – Frederic St-Arnaud
Environment artist – Sarah Haddab
Video Post Production Compositor – Nicolas Laprise-Pellicelli
Video Post Production Compositor – Caroline Brien
VFX supervisor – Ads & Experience – Erik Gagnon
Video Post Production Producer – Carolie Legault-Lanouette
Hill + Knowlton Strategies
Vice-President, Quebec – Patrice Lavoie Public Relations Senior Advisor – Maxime Belanger
Group M
