Cooking With Molly
Toronto Crime Stoppers is running “Cooking With Molly”, an integrated advertising campaign challenging recreational or party drug users to become more vigilant about MDMA, popularly known as ecstasy or Molly. Jason Jazrawy plays the part of a drug lab cook whose cooking show reveals that Molly is often laced with methamphetamine and bath salts. “Molly is not the drug you think it is.”
The “Cookin’ with Molly” creative, targeting people between the ages of 15 and 25, is currently running online and is supported by preroll, newspaper and transit shelter ads, out of home advertising, and a social media outreach program. The creative drives consumers to www.cookinwithmolly.com, which offers additional content and shareable assets.
“After the tragic loss of two youth that was linked to party drugs at the VELD Music Festival this past summer and recent seizures of ecstasy pills containing methamphetamine, we felt compelled to raise awareness about this issue to help make our communities safer,” says Sean Sportun, vice chair, Toronto Crime Stoppers. “MDMA pills don’t come with a list of ingredients and since they can be cut with anything from LSD to caffeine, users can never be certain of what they are getting.”
The Cookin’ with Molly campaign was developed at DDB Canada, Toronto, by chief creative officer Cosmo Campbell, executive creative director Paul Wallace, copywriter Allan Topol, art director Craig Ferguson, agency producers Julia Morris and Lorrie Zwer, account director Carly Sutherland, senior social cultivator James Ly, working with Toronto Crime Stoppers team Sean Sportun, Chris Scherk.
Media was handled at OMD by assistant strategist Deanna Dickie, communication director Michelle Jairam.
Editor was Jeff Poremba at Rooster Post with assistant editor Brett Rostrum.
Visual effects were produced at Fort York VFX by online editor Andrew Rolfe.
Colourist was Cem Ozkilicci at Alter Ego.
Sound was produced at Pirate Radio by executive producer Joanne Uyeyama, producer Chris Tait , engineer Ian Boddy.