2021 Winner

CASE SUMMARY

Objective & Challenge

Science World, one of Canada’s most iconic centres for scientific learning, was at risk of permanent closure due to the COVID-19 pandemic. With limited attendance and an 85% revenue drop, it launched a much needed fundraising campaign to keep the doors of Science World open so it could continue to inspire the next generation of little world changers.

Execution

So on July 10th, the team launched a campaign called ‘The World Needs More Nerds’ that used childhood photos of leaders in STEAM to inspire young people to embrace their inner nerd, and to inspire grown-ups to donate. The insightful campaign line cemented Science World’s position as a learning centre for kids. It also stood in proud defiance to the anti-science rhetoric infecting news feeds and people worldwide.

And it all started with a single childhood photo of Dr. Bonnie Henry, British Columbia's Provincial Health Officer, then quickly gained momentum. With over thirty notable nerds and counting donating their childhood photos for the campaign. Including iconic nerds like Chris Hadfield, Jane Goodall and an NFL superstar/doctor Laurent Duvernay-Tardif.

Results

The campaign ran across TV, radio, DOOH and organic social. And sparked nerd pride everywhere, resulting in coverage by national news broadcasts and high-profile blogs. There was also unanimous love on every social media channel, causing Science World’s social media engagement to increase 30%. And to help keep the doors open, it sold over $13,000 of nerd-themed merchandise to let the public join the cause. And, at the time of this entry, tripled the fundraising target by raising over $456,000.

Credits

Creative Director: Leia Rogers, Rob Tarry
Art Director: Sheldon Rennie, Jake Gauthier
Writer: Jordon Lawson, Evan Kane
Producer: Sarah Lee, Scott Russell, Jillian Arsenault
Editor: Megan O’Connor
Post Production House: Rethink R+D Productions , Cycle Media
Audio House: Wave Productions
Audio Engineer: Craig Warrian
Director of Strategy: Darren Yada
Amplification Strategist: Samantha Cheng
Account Services: Tianna Fung, Dan Culic, Heather Zelman