Our Work

Our Work

Make-A-Wish® Northern Alberta

Life-sized wishes for larger-than-life Wish Kids.

When Wish Kids' wishes were at stake due to low sponsorship and donor engagement, zag brought out the biggest of ideas to help Make-A-Wish® Northern Alberta steer the conversation.

Since 2016, zag has helped the organization execute a larger-than-life illustrated advent calendar standing 40-feet-tall on Edmonton's beloved Jasper Ave. Each year, the calendar makes heads turn and hearts grow.


Make-A-Wish® Northern Alberta was in need of a way to boost donations from corporate sponsors and individual donors. The brand was well-known and well-loved, but with challenging economy, sponsorships became fewer and further between. To make sure the organization was able to fulfill the wishes of as many wishes as possible would take a bold creative concept paired with an outside-the-box execution.


To solve this challenge, we developed a 40-foot experiential advent calendar that stood in the downtown core throughout the month of December. Each day, a door was opened and a wish granted. We knew the creative needed to be eye-catching with a touch of whimsy to align with the organization and its mission. The resulting fantasy-style illustration represented the bravery Wish Kids demonstrate in the face of illness, and the magic that Make-A-Wish® brings into their lives through the help of donors. Enter: the Calendar of Wishes. Since its 2016 inception, the Calendar of Wishes grew a life of its own and zag has partnered with Make-A-Wish® for the past three years to continue its success.


  • Strategic Planning
  • Custom Illustration
  • Event Planning
  • Event Collateral


Make-A-Wish® Northern Alberta received incredible accolades from friends of the organization.
Services Completed
  • Strategy
  • Design
  • Illustration
  • Digital
  • Coordination