Truth Boxes

Point-of-Sale Messaging - Series

2024

Leo Burnett, Toronto, ON
w: leoburnett.ca

Co-Chief Creative Officer: Steve Persico, Lisa Greenberg Associate Creative Director: Appanna Chetranda Copywriter: Appanna Chetranda Associate Creative Director: Natee Likitsuwankool Art Director: Natee Likitsuwankool Group Strategy Director: Pooja Beri Group Account Director: Kirk Round Integrated Project Manager: Sama Karam Account Supervisor: Sim Singh Managing Director, Account Services: Natasha Dagenais Group Strategy Director: Tahir Ahmad VP, Co-Production Director: Melanie Palmer Production Company: Get Wrapped Productions Director, Product Management: Charlie Elliott Owner: Niek Ermes Production Company: The Pub Productions Executive Producer: Terry Theofilactidis Photographer: Alen Chan Music/Sound: Blue Noise Managing Director: Scott Walker Creative Director: Kendra Schumaker Client: Toronto Star

To show Toronto's citizens the importance of local reporting on the stories that mattered to them, we created seven unique Truth Boxes. Each one was modified to represent a different topic affecting the city's residents and was placed in a relevant location. Scanning each QR code led people to a free news story that included gun violence, climate change, lack of accessibility, privacy violations, obesity care, economic turmoil and teen vaping, and encouraged them to subscribe.