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The United Church of Canada's WonderCafe: the Creation of a Brand
The ambitious project known as Paint Your Faith came about as a result of an even more ambitious undertaking: the creation of a place called WonderCafe.
The agency was faced with the daunting task of turning around the fortunes of a denomination that was becoming increasingly irrelevant to Canadians. Compounding that challenge was research warning us that overt ‘religious recruitment’ messaging would be resoundingly rejected. So our problem was this: How to draw new members to the benefits of The United Church without directly marketing it. Our solution: develop an online community, WonderCafe.ca, that celebrates the very things for which The United Church of Canada stands – including open-minded, non-judgmental, spiritual exploration. This bold, decidedly ‘un-churchy’ initiative was launched with an equally bold ad campaign, designed to generate interest in the Wondercafe.ca launch. As you’ll see in the video above, it succeeded beyond our wildest dreams.
See the Creative
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