Sportslist.ca

As a response to youth violence in Toronto, taxi driver Tom Rajabzadeh developed his not-for-profit org, Sportslist.ca, to keep at-risk youth in school and encourage them to use their athletic abilities to fund their higher education.

After waiting patiently for members of Ogilvy’s creative team late one night, the Co-op driver asked whether they might be interested in helping him promote it. There was no budget, but they would be given complete creative control.

The team agreed to create a campaign for the student athlete portal that connects talented athletes with scouts, coaches and scholarships to colleges and universities. Ogilvy contacted Frank Hoedl, a favourite photographer of the agency, to chip in.

The result was a series of distinctive posters that wound up in schools, sporting events and online, not to mention being shortlisted at Cannes and featured in Archive magazine.