Art Direction

This simple to execute campaign idea is based around a Cineplex or TIFF takeover. Pancreatic cancer patients would be invited to write the own life’s credits. Only, these credits wouldn’t roll after the
movie. Just like a diagnosis, they would interrupt what’s planned, and appear before the real movie is set to begin.

The ‘end credits’ would play during the ad space before a movie begins. Audiences would think it’s a glitch; credits appearing at the wrong time. It would soon be revealed that these are the end credits of someone’s life, and the audience would realize they are engaging with some of their final thoughts.

Expiry Dates is a digital campaign aimed at millennials. We pledged to fight food waste for Second Harvest by partnering with Tinder to connect likeminded singles for a meal entirely prepared with expired or leftover food at participating local restaurants.