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Metrolinx - See Beyond
How do you pull off an OLV campaign in Mandarin, Cantonese and Hindi with a production budget of $80,000.
Step 1: Let the writing do the heavy lifting
Step 2: Coach regular people to be actors
Step 3: Call in favours from friends and family
This was a multicultural extension of Metrolinx’s See Beyond campaign by Leo Burnett, which had stirred some controversy for missing the mark. I saw the potential issues early on, so I rewrote the scripts to make sure they felt relatable to the multicultural audience.