In order to promote the 2018 Ottawa International Animation Festival, McMillan came up with the Watch It! campaign, tapping into a key element of cartoons: animated inanimate objects. The strategy was an all-out effort to engage the normally conservative city of Ottawa by literally animating the city with googly-eye installations, placing the eyes in high-traffic and highly-Instagrammable areas. One of the most notable was the unprecedented alteration to the city’s massive moniker sign in the highly trafficked Byward Market. The installations were also backed up with transit advertising and multiple posters. The campaign was a huge success with attendance up 13% for the festival.
Integrated advertisement created by McMillan, Canada for Ottawa International Animation Festival, within the category: Recreation, Leisure.