Outside Thinkers
Canadian Bureau
of Foreign Apologies
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/74e5a8a6-dd04-4e38-86f2-6bc48b9984ad_rw_1920.png?h=7a7e405abd9a2df5051d9435227b2c61)
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A fake government agency created to guilt the actual government into action.
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In 2010, the Government of Canada promised to protect 17% of its natural lands by 2020. In 2018, they'd only protected just over 11% With time running out to fulfill their pledge, we partnered with environmental activist group Outside Thinkers to create a fake government agency that ran very real ran ads in other countries apologizing for Canada's failure.
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Launch Film
Ads In Other Countries
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/37b2223f-6c69-4817-9e7a-ddfebef1b953_rw_1200.png?h=3dd7206e2a80eb09d07f8631328115d2)
Full page ad in the Times of Malta
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/b00f8144-703c-49ae-b1fc-ae0fd842bdcc_rw_1920.png?h=a63eb00cd90086a7a9f63ddd0c5dbae4)
Digital OOH in Germany shared on Reddit.
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/d170baff-faaa-4928-8bfe-88ac3b76be1e_rw_1200.png?h=5ba3357d98b16397c88df18e7d0de5c0)
Digital OOH in England
Website
Canadians could send their MP a letter voicing their displeasure and urging them to do something about it.
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/b44224b7-78b9-46b4-bdd9-025002763428_rw_1920.png?h=73d32615e1ad59e67881f757ee164ea8)
PRESS
Vice // Toronto Star // Little Black Book // AdWeek // Strategy // The Stable // Best Ads on TV // Ethical Marketing News // AdLand // Ad Stasher
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/fbbce1b4-8676-4066-96e6-c51c56e18726_rw_1920.png?h=6a18122b8a6665d8f11e1fbd0adc986d)
Role: ACD
Partner: Ryan McNeill
Agency: GREY Toronto