Our Work - CUPS 2012 Annual Report - ZGM Collaborative Marketing

collaborative marketing

what we've done.

Project:

CUPS 2012 Annual Report

Client:

CUPS

Year:

2013

FOR CUPS 2012/2013 ANNUAL REPORT, WE COMBINED AN OLD ADAGE WITH THE LATEST WEB TECHNOLOGY TO CREATE AN INTEGRATED EXPERIENCE THAT NO ONE WOULD THROW BACK.

THE CHALLENGE

Create an annual report that demonstrates CUPS’ shift in its approach to overcoming poverty to their stakeholders, donors and community.

THE SOLUTION

To capture CUPS transition from supporting people in poverty to giving them the skills to move beyond it, we framed their new approach in an old saying that everyone can relate to:

Give a man a fish, and he’s fed for a day.
Teach a man to fish, and he’s fed for life.

We built the annual report around the concept of “Teaching Families to Fish”. Using a family-friendly illustration style, we created an online annual that utilized HTML5 animations to bring the concept and CUPS’ programs to life across desktop and mobile browsers.

The online report was supported by a print overview of the report’s content, which was distributed to stakeholders and donors, as well as an animated intro video that drove traffic from social media channels and acted as introduction to the website and CUPS’ new philosophy.

This integrated approach to the 2012/203 annual report informed stakeholders, donors and Calgarians about CUPS’ shift in focus and will ensure CUPS has the funding and support to teach more and more families to fish.

accolades