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PROVINCIAL GOVERNMENT LOBBY DAY

CHALLENGE

The Dairy Farmers of Ontario provide leadership and excellence in the production, transportation and marketing of milk and dairy products in Ontario. They required a distinctive invitation for a lobby event held for Queen’s Park legislators and senior government officials.

INSIGHT AND KEY CONSIDERATIONS

The event would take the form of a beer and pizza party. Its main goal would be to garner attention and support for the issues facing Ontario’s dairy farmers. The Dairy Farmers wanted to keep the event relaxed and enjoyable, and felt the invitations should convey that idea. At the same time the invitations needed to be distinctive enough to stand out from the deluge of similar offers that legislators and officials receive every week.

IMPLEMENTATION

We decided a clear, distinctive and humorous execution would be required to achieve all of the goals of this project. The simple invitations featured an image of a dairy cow eating a slice of pizza on the front, which was both memorable and unique.

RESULTS

The image and underlying message clearly cut through the weekly clutter arriving at Ontario’s legislative offices. The lighthearted invitations had the desired effect bringing key decision makers out to listen to the important concerns of the province’s dairy farmers.

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