A Cure for busy crowds

Koodo and Camp Jefferson bring joy to chaotic holiday shopping.
1KOODO_CHOIR_candles

As whimsical and festive as it is, the annual Christmas Market in Toronto’s Distillery District isn’t immune to potentially overwhelming crowds of shoppers.

Koodo’s new “Choose Happy” brand platform is all about finding those little moments of happiness in the rush of everyday life, so it decided to bring a happy surprise to one of the most stressful times of the year. Working with agency Camp Jefferson, the brand added some extra decorations to the market with giant garlands bearing festive messages and engaged Choir!Choir!Choir!, a vocal group that meets twice weekly and invites the public to participate in sing-a-longs. In the evening, when the market was busiest, the group weaved its way into the crowd and started a rendition of The Cure’s “Friday I’m In Love.”

Apparently, The Cure’s Robert Smith liked the arrangement so much that he decided to donate the licensing fee for the song to a cause of the choir’s choice, which is to sponsor Syrian refugee families coming to Canada. When a video fills Robert Smith’s black goth heart with joy and happiness, you know it must be good.

Credits:

Agency: Camp Jefferson
Brand: Koodo Mobile
Director, Marketing Communications: Lise Doucet
Manager, Marketing Communications: Chris Statchuk
Marketing Communications Manager: Heather Dionne
Executive Creative Director: Paul Little
Associate Creative Director: Julie Nikolic
Writers: Michelle Colistro, Paul Little
Art Director: Caroline Friesen, Julie Nikolic
VP Group Account Director: Edith Rosa
Account Supervisor: Melanie Abbott
Account Coordinator: Sabrina Zavarise
VP, Social + Innovation: Ian Barr
Content Strategist: Chris Campaner
Director of Integrated Production, Producer: Jen Mete

Choir:
Song: Friday I’m In Love
Writer: Robert Smith
Performed by: Choir!Choir!Choir!
Live Music Director: Robby Roth
Music Production + Licensing: Apollo Studios
Documentation: 1One
Editorial: Rooster Post Production

Word Garlands:
Fabricator: Trevor Wheatley
Production House: Suneeva
Documentation: Finn O’Hara, Jake Sherman