This multi-platform campaign for Smart Serve Ontario was created both as a playful homage to the hospitality industry and also to educate the public on the roles and responsibilities that legally bind servers, bartenders, bouncers, etc. Working with the team at Smart Serve, we identified a ‘cast of heroes’ that represent different people in the industry and showcased the ‘superpowers’ they obtained through their Smart Serve training that ensure they we able to safeguard responsible alcohol consumption and public safety.

The campaign was featured in subway trains and animated on the platform media screens, as well as on sites such as BlogTO and through a specially-created microsite.

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campaign messaging & creative
artistic direction
illustration
TTC posters
buttons
microsite
digital animated banners
social media assets