Telling people that The United Church was more open-minded and less dogmatic than most denominations was not going to put bums in pews. They had to prove it. Thus, a big idea was born: wondercafe.ca 

We created a place for Canadians to explore the things that matter to them. We then created a campaign that attracted coverage by hundreds of media outlets worldwide and massive social media buzz. Wondercafe has since become a case study in Canadian marketing textbooks.