«Children Take flight in Montreal»
Warner Bros wanted to make a meaningful contribution to children's lives with the launch of their animated owl movie Legends Of The Guardians in Quebec.
We had to find an idea that was in line with the core values of the film and do so by completely avoiding advertising directly to children - which is forbidden in Quebec.
In line with the movie tagline of: Take Flight...we thought, what child hasn't ever dreamt of flying? We teamed up with Sky Venture, the only indoor free-fall simulator in Canada and the Quebec Society of Disabled Children to give some kids the once in a lifetime experience of soaring through the air like an owl.
The event resulted in coverage on the 6pm prime time evening news.
So we ended up giving some very special children a very special experience whilst generating awareness of the Quebec Society of Disabled Children and creating awareness of Legends Of The Guardians without contravening Quebec's child advertising regulations.
Video : La Fabrique d’Images