MarCom Awards, one of the oldest and most respected international competitions, has granted a gold standing to Big Red Oak in the category of Strategic Communications, Marketing/Promotion Campaign. Our innovative project celebrates the dedication of the young volunteers who help children navigate their route to school through the Canadian Automobile Association’s School Safety Patrol Program.
CAA decided to show their appreciation by creating a special dance based on the patrollers’ moves, with a video to be shown at their annual Movie Day. The Big Red Oak team executed CAA’s vision, sourcing a dynamic host and a personable choreographer to work with our in-house professionals. With initial feedback from a focus group of youth, we designed and branded the dance, choosing the aesthetics and structure for the video.
An instructional portion of the video teaches the dance moves, and a stylized dance segment uses silhouettes and coloured backgrounds to highlight the dancers against a clear and crisp backdrop. Tailoring the video specifically to the 11- to 14-year-old demographic, we adopted a Vlog editing style for the behind-the-scenes, text-on-screen, easy-to-learn instructional component, with a colourful design to draw them in.
In partnership with our client, we completed a creative journey that successfully engaged its young audience and achieved CAA’s objectives. Big Red Oak is honoured to receive this recognition from the expert MarCom Award judges.