Outside Thinkers
Canadian Bureau 
of Foreign Apologies

A fake government agency created to guilt the actual government into action.
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. ​​​​​​​
Launch Film
Ads In Other Countries

Full page ad in the Times of Malta

Digital OOH in Germany shared on Reddit.

Digital OOH in England

Canadians could send their MP a letter voicing their displeasure and urging them to do something about it. 
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Role: ACD
Partner: Ryan McNeill
Agency: GREY Toronto