insight
Much of the people we needed to target grew up during the 70’s and 80’s. They were used to traditional synagogues, and yet, young enough to be open to something new. We knew that if we could intrigue them they might just give Song Shul a try. If only during high holidays when most casual followers visit temple.
idea
We took iconic album covers and redesigned them to take on a Jewish bent. The ads appeared in the newspaper over a 5-week period. These full-page, four-colour ads appeared in major publications across Toronto leading up to high holiday services.
the result
The campaign resulted in an increase in services during the high holidays and enquiries into becoming a member of Song Shul almost tripled.