New fundraising video hit my inbox yesterday – Theatre Passe Muraille‘s campaign to replace the big red doors. Here you go – why it’s awesome is below the clip.
The doors at Passe Muraille are extremely well known – well – they are the doors and the entrance. However I’d venture to say the signage over the years advising people which door to use or not use is equally well-known.
Why is this video funny? Because anyone who has worked or volunteered at Passe Muraille knows those signs. And amazement never ceases at people blithely ignoring the STOP or DO NOT USE signs and barging back out through that door.
Barge – BANG! – click/push – flip to re-set the doors to be properly closed. I worked at Passe Muraille six years ago and I will still fix the doors after someone has barged through.
This video hits people in the memory – intellectual, physical, emotional. And in case you don’t remember seeing or feeling it – there’s a demo. It’s exaggerated for effect, patrons don’t get yelled at for using that door (but man, you really wished you could…). So it adds humour as well.
Why else is it awesome? The CEO is in it. Andy is the Artistic Director – the face of the company who is well-known, respected and one of the most likeable people I know.
The doors aren’t being fixed for fun – they’re being fixed because a) they’re broken but also because b) new doors allow for greater patron accessibility.
And we’re cautioned that it’s going to cost money – money that is not lying around in a new doors slush fund. Why so expensive? “Heritage building”. And most people, even if they don’t know all that owning a heritage building entails, know there are serious rules and regs about fixing them. So the reason for the cost is explained too.
Finally – posted on Youtube, easily shared through social media and completely accessible to all.
Kevin Roberts of Saatchi and Saatchi coined a term years ago – lovemarks. He suggested the following are the key ingredients to create lovemarks:
- Mystery: Great stories: past, present and future; taps into dreams, myths and icons; and inspiration
- Sensuality: Sound, sight, smell, touch, and taste
- Intimacy: Commitment, empathy, and passion
- This video makes me smile. Am lovemarked. Excellent job, TPM.