Monday, January 30, 2012

WWF Sweater Day Campaign

 Now here is a worthy cause! Love it when you can have a fun creative shoot with a fantastic team and save the the planet all in one day! Well... maybe not save the planet, but at least be a step in the right direction. 
 WWF has its annual Sweater Day on Feb 9th to encourage homes and businesses to conserve resources by reducing the temperature of your energy consuming heating system, simply by slipping on a sweater.. no fancy physics there.  It's simple and effective, bringing energy conservation front of mind.

 John St. was the creative agency on the project, creating some fun and direct messages for the Sweater Day event. It was definitely an honor to work with such a creative, award-winning team. Kyle Lamb was the creative on set for the duration of the shoot along with Dana Drummond producing the shoot.
 One aspect of this shoot was sourcing the correct hand model. A set of hands that fit the bill of a grandma, knitting away a cozy sweater. B&M model management here in Toronto helped us out with this. Introducing us to Sandy Bohl, a model I have worked with in the past and a true pro in the industry.
 Next challenge was that I know zip-zero-nothing about knitting.... seriously. All I know is that you need a sheep and a couple of pointy needles, and somehow a sweater is created.  So I placed a call to Jasmine Cirjanic to get her on board to help out with this project. As an avid knitter, designer, art director, stylist and all around style queen she was, of course, my first choice. I always love working with her and I find we work well together as a team. The folks at the Purple Purl helped with getting the yarn and knitting a swatch.
  After some graphics were added in post-production, we have the final product going up nationwide for the Sweater Day campaign. It will be displayed in most Loblaws centers, as they were also a big sponsor for the project. So a big shout out to them for that.
Check out the WWF page, bust out your favorite sweater for Feb 9th, and turn down your heat!