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The Call That Comes After

Industry: Public interest & Non-profit
Media:Promotion & Event
Style: Minimalism

Having a car accident while driving high would be horrible. But if it’s never happened to you, it’s also pretty hard to imagine. What if we could create an experience that feels so real – even if just for a moment – that it never actually becomes real?Data insight: Texting is the #1 way teens start conversations with their friends. (Source: Pew 2015.) Considering that our goal was to enable a conversation between parents and their teenagers, it seemed natural that the idea leverage a smart and innovative SMS tactic. To create a synchronous, channel-jump moment from video to SMS, we combined five technology platforms: IBM Marketing Cloud, an on-demand video rendering engine, YouTube, a L.A.M.P. web service stack and triggered SMS. On originality:Personalized video has been done before (e.g., “Elf Yourself”).Personalized real-time email has been done before (e.g., fraud alerts).Personalized SMS notifications have been done before (e.g., mobile roaming alerts). However, the real-time integration of marketing technologies to combine all three into one seamless, real-time story experience for a brand is, to our knowledge and research, a global first.

In Canada, the regulatory landscape for marijuana is shifting by the minute. Dispensaries are widespread, for example, and yet exist in legal grey zones. Within this environment, the government announced that marijuana will be legalized by 2018. This creates ongoing complexity to how we speak to marijuana use among minors.

Data enhances our creative by making the experience of it multi-dimensional. The data story here is not about volume and complexity (although there's plenty of complexity on the back end). It’s about timing and relevance driving shock-and-awe personalization.Please see attached “Data/User Journey” PDF for an overview of the data journey.Our data and technology is in service of real-time communication that’s personalized to each recipient using all three of email, video and SMS. User actions are trigger points, which our system translates into data points

The best stories have layers of meaning. We used data and technology to enhance and dimensionalize this story, and create a true three-ply experience – with a data-driven climax.Anecdotal and focus groups report moments of emotion so heightened both parents and teenagers were brought to tears, followed by tough conversations on the topic of high driving. We know that when parents have conversations with their kids, they are less likely to engage in risky behaviour. By enabling the conversation, we were changing behaviour. In the campaign’s first 60 days, and prior to mass support rolling out: – 13,200 conversations started.– 82% view-thru rate to the channel-jump moment. – Site traffic increased by 1,946%– 113% week over week increase in unique video views.


Without data and technology, the film at the heart of this campaign is not effective.Data allowed us to tell our story on three layers. First: a video. Second: a layer of personalization, so viewers see themselves in the film. Third: a channel-jump moment from video to txt message that turns our target from passive viewer to active participant. This helps overcome one of the major barriers to behaviour change in the PSA category. Namely: no one thinks it’ll happen to them. Our use of data creates a profound moment of connection to the story, and between parent and teenager.

When it comes to data, more is not always better. In this case, we needed just three high-value pieces of data about our teenaged target: their name, email address and phone number. But instead of going to the teenagers to get it, we went to their parents. Targeting teens through parents serves two functions:1) It allows us to create a personalized experience for the teenager. 2) Because we acquired both parent and teenager data, it allows use to open a line of communication between them, and fulfill our brief of enabling conversation.

Driving while high on marijuana is more prevalent among young drivers than drunk driving. (Source CCSA 2016 Clearing the Smoke on Cannabis.) Plus, more than half the drivers rushed to trauma centers following car accidents have drugs in their system, usually marijuana. (Source: NBC News) But how do we convince teens that the danger is real? Research showed that the most effective way to change behaviour is actually very simple: by parents talking to their kids about drugs.(Source: National Council of Alcoholism and drug dependence. Partnership for drug free and Metlife tracking study 2009.)Our brief: trigger a conversation between parents and their kids about the dangers of driving high on marijuana.
Executive Creative Director:
Account Supervisor:
Production Company:
Other credit:Entrant Company: FCB/SIX, Toronto, Canada
Media Agency: UM CANADA, Toronto, CANADA
Additional Company: DRUG FREE KIDS CANADA, Toronto, CANADA
Associate Creative Director/Copywriter, Krystle Mullin, FCB/SIX
Associate Creative Director/Art Director, Graham Tingle, FCB/SIX
Executive VP, Strategy, Anna Percy-Dove, FCB/SIX
VP, Group Account Director, Vicki Waschkowski, FCB/SIX
Project Manager, Gillian Largey, FCB/SIX
Lead Developer, Dov Atlin, FCB/SIX
Campaign Manager, Andrew Yang, FCB/SIX
VP, Data & Technology, Jacob Ciesielski, FCB/SIX
President, Andrea Cook, FCB/SIX
User Experience, Kristy Pleckaitis, FCB Toronto
Agency Producer, Kelly Cavanaugh, Figleaf Productions
Executive Producer, Andria Minott, Circle Productions
Line Producer, Robbie McNamara, Circle Productions
Colourist, Jason Zukowski, Red Lab
Visual Effects Artist, Andy Hunter, Red Lab
Executive Producer, Laurie Kerr-Jones, Red Lab
Executive Producer, Sarah Brooks, School Editing
Casting Director, Shasta Lutz, Jigsaw Casting
Director Connection Planning, Cynthia Steele, UM Canada
Client Lead, Marc Paris, Drug Free Kids Canada
Cannes Lions International Festival of Creativity 2017
Shortlist Health & Wellness
Pro-Bono led Education & Awareness
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