Canadian Breast Cancer Foundation: Spirit-family
Some Women Run It Every Year.
Where most charity advertising is fake & happy or horribly realistic and depressing, we found an extremely compelling and simultaneously empowering and hopeful way to position this charity event. Our media director also managed to transform $500K of paid media into $6Million (and counting) of donated media.
Advertising Agency: Cundari Group, Toronto, Canada
Creative Director: Fred Roberts
Art Director: Mike Dietrich
Copywriter: Tim Das
Photographer: Chris Gordaneer
Media Director: Anne Wood
Published: August 2007