In Canada, July 1st is a national holiday.

In Montreal and Qubec City, it’s also when thousands of people move simulataneously on one day. It’s called Moving Day (really, look it up). And every Moving Day, countless items are tossed to the curb simply because people don’t want to lug them to their next destination. Air Miles wanted to do something about that. So, we decided to go around, collect all that discarded furniture and deliver it to charity.

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(Executive Creative Director, TrojanOne)