City Of Toronto | Covid

During the late stages of the pandemic, young people - like all of us - were fed up with lockdowns and being told what to do. Yet the City needed them to keep following the rules and hang in there for just a little bit longer. So after several directive campaigns, we decided to try something different. We used T-shirts to acknowledge their Covid rage, fear, loss and sadness while simultaneously delivering our "stick-to-program" message with a lighter touch.