The Merry Minion
Cossette Vancouver
Rather than spend our holiday budget on Christmas cards, we used it to help our clients, partners, and suppliers spread some festive goodwill. We created the Merry Minion, a real-life helper people could send around Vancouver to perform good deeds on their behalf. It turned a conventional agency gesture into a participatory experience that people could direct, share and enjoy in real time.
The idea launched six months before Leo Burnett’s David on Demand appeared at Cannes, and well before livestreamed social activations became commonplace.
The campaign won an Applied Arts Award, Gold and Merit at the Lotus Awards, and Bronze at the Digital Marketing Awards.
Clients and partners could request a good deed to be carried out on their behalf.
Over three days, the Merry Minion completed 126 of them across Vancouver.
Our Merry Minion did everything from giving flowers, to tying people’s skates,
to paying parking meters, to working in a charity kitchen.
Credits
Agency: Cossette Vancouver
CDs: Bryan Collins, Rob Sweetman
Creatives: Andrew Albas, Drew Barnard, Greg Talbot