A national ‘Coping with Bliss’ campaign will break on Feb. 26 to introduce a dynamic, but entirely fictional, self-help guru called Dr. Rich Gainsley. His mission? To rescue people whose joy after finding great jobs, courtesy of Workopolis, is causing them problems.
Shot in the style of an overly earnest infomercial, the English-only campaign includes TV, radio, newspaper, magazine, office elevator wraps and office posters. There is also a website on which to take an Elation Quiz to determine whether one’s happiness has reached a dangerous level. The next step is to check out Dr. G’s daily tips and flip through The Little Book of Big Worries for advice on how to ratchet one’s bliss downward.
Due North Communications did the creative, Round Table Advertising is handling the media buys, and 58Ninety built the website. All agencies are Toronto-based.
