This Cozy Holiday Window Tableau Holds a Shocking, Violent Secret

Charities Highlight Domestic Abuse in Toronto Shopping Street

Published On
Dec 11, 2015

Editor's Pick

Shoppers in Toronto's Fashion District might at first have wondered what the festive tableau that appeared recently in a shop window was promoting. But once they took a closer look at the family pictured round their dinner table, they might well have gasped in horror.

Although dressed for Christmas and seated with their wine glasses in a cozy room, the mannequins aren't smiling -- and suddenly, the man raises a hand as if to strike the woman, while their children look on in misery.

The Window Project is a stunt by agency FCB Toronto for The Ontario Association of Interval & Transition Houses (OAITH), a provincial coalition founded by women's shelter advocates, as well as Yellow Brick House, an OAITH member shelter. The aim is to highlight domestic violence over the holiday season, when, according to the charity, domestic violence against women can surge by as much as 30%.

There's an interactive element to the window too: viewers are encouraged to stop the violence by making an SMS donation to OAITH. This action immediately stops the abuse in the scene for 60 seconds, re-setting a countdown clock.

Credits

Date
Dec 11, 2015
Agency:
FCB-Toronto
Brand:
OAITH Shelters/Yellow Brick House
Client:
OAITH Shelters/Yellow Brick House
Chief Executive Offier:
Tyler Turnbull
Chief Creative Officer:
Jon Flannery
Vice President/Creative Director:
Jeff Hilts
Vice President/Creative Director:
Nancy Crimi-Lamanna
Art Director:
Jeff Hilts
Writer:
Nancy Crimi-Lamanna
Art Director:
Naeem Walji
Group Account Director:
Anabella Mandel
Project Manager:
Lindsay Hann
Vice President, Digital:
Corey Messom
Head of Broadcast Production:
Tony De Sousa
Producer:
Rea Kelly
Director, Photography:
Jorge Vasconez
Location Scout:
John Dranski
Vice President, Director, Strategic Planning:
Heather Segal
Digital Strategist:
Emma Cunningham
Account Planner:
Spencer MacEachern
Vice President, Corporate Communications Manager:
Stephanie Sipe
Editorial:
School Editing
Partner, Executive Producer:
Sarah Brooks
Editor:
Lauren Horn
Executive Producer:
Emily Torontow
Assistant Editor:
David Larocque
Partner:
Globacore Interactive Technologies
Co-Founder/President:
Ben Unsworth
Lead Business Development:
Mike Phillips
Client:
Ontario Association of Interval & Transition Houses
Provincial Coordinator:
Marlene Ham
Chair of Board of Directors:
Charlene Catchpole
Client:
Yellow Brick House
Executive Director:
Lorris Herenda
Principal:
David McGuire
Store Front:
UNTITLED & CO
Creative Director/Co-owner:
Cameron Wilson
Design Director/Co-owner:
Chloe Sam-Mcgrath

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Project Type