The #UNIGNORABLE Tower
Award: Shortlist
Shortlist / Direct / Direct Response/Ambient / 2020
Toronto has more than 116,000 families struggling to put a roof over their heads. However, this problem goes unnoticed as the city appears to be prosperous and thriving with its ever-growing skyline. Targeting residents of the city, TAXI Toronto/Montreal/Vancouver created the #UNIGNORABLE Tower - a mobile AR experience that imagines the tower we would need to visualise every Toronto family that can’t afford a place to live. The city’s most beautiful vantage points became AR activation sites, prompting people to engage with the experience, learn about the problem, and donate to help support struggling families.