Loudspace, together with the Winnipeg Free Press, created a one-of-a-kind campaign to deliver massive awareness for The Dream Factory in Winnipeg.
The Dream Factory, a charitable children's organization that fulfills dreams for sick children, had recently undertaken a re-branding and needed a way to gain massive exposure in a short period of time. Frequently known for their events such as "fire-chief-for-the-day", we started with the concept of Editor-For-The-Day at the local newspaper, but then wondered what it would be like if an army of children took over the entire newspaper for the day.
We leveraged our partnership with Western Canada’s largest newspaper to create a false front for the newspaper and produced 2 videos for use on social media on the day of the campaign. The website was also altered at the newspaper to feature "Kid Content" our team created. We also secured the cooperation of Winnipeg's Mayor Brian Bowman to participate by acting in the videos, and on the day of the launch.
A truly viral campaign was created, with video views & comments in the hundreds of thousands in a single day, shares spanning nationwide, users on social media sharing photos of the newspaper wrap, and several news-media outlets reporting on the story. The campaign elevated the profile of The Dream Factory beyond what we imagined possible.