Toronto-based creative agency Open Creative wants to wipe away the negative connotations of dirt in the minds of Canadians, with a new campaign for non-profit Evergreen.
A selection of campaign images are posted here at GlossyInc.
“Get Dirty” is an unapologetic campaign that gets at the heart of what it takes to help build healthier cities by making a simple point: getting dirty gets things done.
The campaign encompasses print, posters, online, social and a launch event held at Toronto’s Evergreen Brick Works. All creative elements feature hand-painted slogans with unabashed messages including, “I’m dirty” and “I think dirty all the time”.
According to Lea Anne Armstrong, Creative Director at Evergreen, the goal of “Get Dirty” is to empower every day Canadians.
She adds, “When Canadians “Get Dirty”, they’re signing up for our newsletter or volunteer initiatives. Through this campaign, we want Canadians to know that they can truly make an impact on creating a healthier city.”
Evergreen’s founder and CEO, Geoff Cape makes an appearance in the campaign’s first print execution. Wearing a black t-shirt inked with the headline “Let’s talk dirty,” Cape challenges the very definition of “Dirty” and invites Canadians to do the same.
“It’s really inspiring to see someone who isn’t afraid of getting into the nitty gritty – someone who’s made real change in the past, but who’s also rolling up their sleeves to make change for the future,” says Martin Beauvais, partner, Open.
“The campaign speaks to Evergreen’s roots as a hands-on organization,” adds Christian Mathieu, partner, Open. “We really wanted to let Canadians know that Evergreen and their volunteers aren’t just talking about change. They’re making it happen.”
The campaign’s accompanying event gave passersby a platform to speak their dirty minds. With portraits taken by Toronto-based studio A Nerd’s World, supporters wearing headlines of their choosing could then share their photos onto Facebook, Twitter or Instagram.
This is the first brand campaign Open has done for Evergreen since winning the account in January 2013. The project is on going, with future roll out plans for 2014.
Campaign Title: Get Dirty
Creative Agency: Open
Partner, Creative: Martin Beauvais
Partner, Strategy: Christian Mathieu
Project Leads: Christine Macdonald, Anne Ngo
Project Manager: Nicolas Rouleau
Art Director: Tyler McKissick
Copywriter: Layton Wu
Photography Partner: A Nerd's World