Habitat for Humanity goes experiential

TORONTO — In its new campaign, Habitat for Humanity is encouraging Canadians to help put an end to poverty “one brick at a time.” According to Marketing magazine, the campaign centres on a 90-second video showing a girl gathering building blocks and using them to build a house for her family. It also ventures into experiential marketing, with a house built to scale out of more than 35,000 Mega Bloks displayed at the Interior Design Show in Toronto last weekend. “We needed a clever way to bring to life this PSA,” said Meghan Reddick, Habitat’s VP of marketing and communications. “It needed to be an attention grabber to get people to stop and think differently about Habitat.”