In an effort to promote Detroit as a city open to creative young people, Doner draws a parallel to the efforts made by Ernest Shackleton, the Antarctic explorer, which is at once outrageous and on point.
Doner’s campaign is in response to a challenge issued by Time Inc. Time asked Detroit agencies to craft a campaign aimed at young, college grads, especially those with creative personalities – artists, musicians and designers.
McCann, GlobalHue, Campbell Ewald, Doner, and Leo Burnett opted in and are now competing in a contest with voting starting today on CNNMoney.com, Time.com and Fortune.com.
The winner will be announced at The D Awards, the advertising industry’s annual gathering in Detroit, on December 2. All of the creative designs will be donated to the city for use as it sees fit.
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