«Yogi's basket» Life's a pic-a-nic
Warner Bros films wanted to promote their Christmas movie, Yogi Bear, but in Quebec, it is forbidden to advertise to children so we had to find a clever way to get the media interested.
We teamed up with a local children's charity, Sun Youth, who, every year, create an event to hand out Christmas baskets to under-privileged children.
The idea was to create an oversize picnic basket so children could 'do like Yogi in the movie' and dive in to grab a treat!
Amongst the food inside the basket we hid numbers which corresponded to various prizes; so as well as their normal Sun Youth Christmas Hamper, children also received premier tickets and a stocking full of Yogi goodies.
And we enabled Sun Youth to gain awareness of their cause by getting them, and Yogi, on the prime time news that evening.
So as well as 'life being a pic-a-nic' for Yogi, we helped make Christmas more of a picnic for some very deserving children.
Video : La Fabrique d’Images