Time to #JeanUp for a good cause

BC Children's Hospital asks people to break out their "Canadian tuxedo" in support of its annual fundraiser.

The BC Children’s Hospital Foundation began their annual Jeans Day fundraiser in the halcyon days of 1990 when wearing jeans to the workplace to show your support for the hospital’s work was a more noticeable statement than it is today. Having raised over $18 million dollars for the foundation over the years, it remains an important fundraising day, but today it’s taking things to the next level.

Created by Grey’s Vancouver office, a new spot shows a guy getting ready for his day with items that are probably staples in many of our wardrobes: denim pants, a shirt, a jacket. He gets a bit more bold with a denim tie and denim shoes, before getting downright ridiculous.

It’s part of the hospital’s push to get people to “#JeanUp” on April 28 and make wearing denim as noticeable as it would have been in 1990 by wearing denim on top of denim. People are encouraged to share their own layered jean outfits on social using the hashtag as they spend the day bearing the brunt of “Canadian tuxedo” jokes from their co-workers (and if you are unable to find such adventurous levels of denim in your own closet, you can still contribute to the cause by buying a $5 button or $20 lapel pin at retailers across British Columbia).


Brand: BC Children’s Hospital Foundation
Agency: Grey Vancouver
ECD: Patrick Scissons
CD: Katie Ainsworth
ACD: Lisa Chen-Wing
Writer: Katie Ainsworth
Art Director: Lisa Chen-Wing/Sydney Botting
Producer: Chris Raedcher
Director: Trevor Cornish
Production Co: Sequioa Films
Editor: David MacDonald
Audio: GGRP
Account Exec: Maureen Atchison / Ishra Sharif
Client Exec: Joanne Turner