The Carte Blanche Contest invites creatives from across the country to compete in a “no brief” out-of-home advertising contest on behalf of a client within their agency. Peer reviewed for the short list, the final stakes are high with $50,000 in out-of-home media for the winning piece and a trip to Cannes Lions International Festival of Creativity.

Inspired by the magic created by Camp Ooch, the charity was a natural fit for our client pick entry. The advertising medium was Toronto transit shelters, with free license to explore beyond the 2D ad face.

Concept ideation focused on increasing public awareness of the camp, where kids with cancer can just be kids. The canoe became our unifying element, carrying the message of inclusiveness, while seemlessly connecting transit users with the camp.