A new twist on classic slogans

Haven used familiar words to grab some attention on Super Bowl weekend.

Odds are, if you work in advertising, whether or not you like football, you’re paying attention to the Super Bowl this weekend. All the big brands will be there, parading a mixture of innovative ideas and reliable old slogans.

Of course, if you’re a small organization that doesn’t have the marketing budget of a big brand, even dreaming about a Super Bowl spot can fall outside of your budget. Toronto organization Haven admits that even some Super Bowl agency fees are beyond its annual operating budget.

Haven still decided to capitalize on the opportunity, but in a different way.

Using those reliable slogans from big-name brands, the organization created a digital and social campaign promoting its own services. It supports elderly men impacted by poverty by providing food, helping them find housing or providing services such as barbers, counsellors and nurses.

The organization, which took creative into its own hands, used classic slogans like Nike’s “Just Do It” (to encourage people to help if they see someone homeless and struggling) and McDonald’s “I’m Lovin’ It” (in reference to how their clients feel thankful for the support they’ve received).

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