When the Calgary Parking Authority rolled out their ParkPlus system to help make parking easier they asked for us to get the word out.
The Calgary Parking Authority gets a bit of a bad rap. It’s not their fault that Calgary is an expensive city for parking - they’re just trying to fairly manage one of the country’s highest demands. The ParkPlus System probably won’t change the way Calgarians view parking in the city, but it will make the act of doing it a bit less painful.
To make the message stick, we took a sarcastic tone that readers familiar with parking in the city would connect with. Our goal was to encourage a bit of a knowing smile when each ad was read.
The ads garnered a lot of attention and even generated some controversy in the media after the mayor, whom everyone here loves, made some comments about their tone. We consider that mission accomplished!