Monday, December 22, 2008

One Man’s Vision for Newspapers’ Future, as Insulation

The Canadian ad agency Taxi has developed a program for clothing homeless people that relies on an industry suffering hard times of its own: newspapers.

This winter the Salvation Army is distributing 3,000 jackets in Canada that were envisioned, executed and donated by the ad agency. The secret ingredient for warmth is shredded newspapers.

“There are ironies to this,” said Steve Mykolyn, the executive creative director in Taxi’s Toronto office. “We create lots of newspaper ads. And while we hope people read them, we can now say without a doubt our advertising works. It works as insulation.”

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