September 2010
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Our spines are connected to everything in our bodies; as a result, chiropractors aim to foster a patient's overall health by ensuring the spine is healthy and aligned. Many people don’t understand chiropractic work or its benefits. The tone adopted for this campaign is welcoming, friendly, and seeks to shed the somewhat humourless quality often associated with medical therapy. The warmth of the image reflects the personable and gentle service of Dr. Brian Dower's practice, and the moulded clay sculpture playfully alludes to the nature of chiropractic and one of its more widely understood benefits — getting rid of a humpback.

Dr. Brian Dower, Chiropractor 28 Park Road, Toronto, Ontario M4W 1M1 416.920.7275

Advertising Agency: Target, St. John's, NL, Canada
Creative Group Head: Jenny Smith
Creative Director: Tom Murphy
Art Director: Natrix Ma
Copywriter: Victoria Ward
Illustrator: (Sculptor) Victoria Ward
Photographer: Dejan Vuchichevic

Comments (16)

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Anonymous Author
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Seeds of an idea here. However, camel humps are a delicious deposit of glutinous fat; no bones hide inside.

Write a wise saying and your name will live forever – Anonymous.