As the presenting sponsor for David Foster and Friends, the largest single fundraising event in Nova Scotia's history ($1.6 million raised), the Nova Scotia Gaming Corporation (NSGC) needed an ad that showed event attendees and Nova Scotians in general how proud they were to be a part of such an important event. We weren't talking about the standard corporate ad saying congratulations to the event coordinators. We were talking about a great creative idea!
With an event that featured some of the world's most prolific musicians headlining the event, our starting point was obvious: music is powerful tool to raise a lot of money. Hence, the headline 'music is powerful medicine'. The stunningly simple visual of the spoon with the drop of medicine shaped like a music note wrapped a bow around the concept. We wowed the client, and in turn, they wowed event participants.