For this campaign I was asked to create five icons to be made in to pins, five environments, and 5 five animated GIFs to promote the campaign for Me to We.

A vibrant pledge wall was then set up in each of Cadillac Fairview's retail properties across Canada highlighting five causes: Nature, Health, Education, Shelter and Hunger.

Shoppers were then encouraged to pledge their support by snapping a selfie, posting it to Instagram along with the hashtag, #WhoWillYouBe to help spread awareness.

Once photos were shared online, participants received one of five limited edition enamel pins to commemorate their pledge.