Driving your future

With 10,000 young people on their waitlist, Big Brothers Big Sisters of Canada needed to inspire a new wave of volunteers. In partnership with Mercedes-Benz Canada, I developed and oversaw production of a television spot featuring Canadian racecar driver Marc Lafleur—a former BBBS mentee himself.

Building on the spot’s success, we launched a series of events for ‘Bigs’ and ‘Littles’ under the Mercedes-Benz Driving Your Future initiative, creating all the assets dealers would need to activate the partnership locally, including tote bags, posters, stickers, DMs, or branded swag.