A Cup of Charity

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To help promote Maxwell House's new coffee blend, Ogilvy & Mather, Toronto thought it would be a good idea for the brand to brew a different kind of good. So, instead of spending the usual budget on TV spots and the like, they decided to go bare bones and donate the savings to charities, such as Habitat for Humanity Canada. The campaign also included handing out free public transit tokens to Toronto commuters to help encourage a mass pass-on of the good vibes. The website asks users to nominate people or organizations in their community to receive part of the $200K the brand has earmarked for various good deeds.

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