VANCOUVER, B.C.-Vancity CU has created a striking billboard that it covered with 60,000 pennies.
"We wanted to do something that was savvy and different rather than a normal printed ad that is on a billboard," said Lorraine Wilson, Vancity's media relations consultant, speaking of a 10 x 40 foot "superboard."
With a creative assist from its agency, Wasserman + Partners, Vancity opted to take advantage of the fact the Canadian government last year decided to discontinue the use of pennies. Some 60,000 pennies later, loose change became "Change That Counts."
"When the agency presented the idea to us we loved it," said Wilson. "Next came the challenging part of how we would execute this. Wasserman engaged with Starworks, a local social enterprise, to see if they would be interested by sorting and gluing pennies onto boards-and they were thrilled to be a part of it."
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Wilson said that since launch of the "Good Money" campaign, awareness of its values-based banking approach to building economically, environmentally and socially sustainable communities has grown.
