December 2010
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Also From This Campaign (1 items)

Advertising Agency: Cossette, Canada
V.P. Convergent Creative Director: Marta Cutler
Group Creative Director: Ed Lea
Production Company: FamilyStyle
Directors: FamilyStyle
Executive Producers: Harland Weiss, Donovan Boden
Director of Photography: Vinit Borrison
Producer: Liz Dussault
Editor: Jason Macfarlane

Comments (4)

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CuriousPencil's picture
4225 Activity Scores

Interesting their trying to co-opt a universal symbol for romance and use it as a remembrance of violence. I wonder whether wearing one will make passersby think 'ah, anti violence' or 'aaah how romantic'; and I wonder whether their site's saying "Violence against women is a $4 billion problem in Canada" is the right way to approach such an emotional subject: boiling it down to dollars somewhat sidesteps the real issue: that it hurts and should stop.

I have doubts about the reasoning, never mind the campaign. But given that the 'rose button' was a given, inherited from a 1989 event, and assuming the target knows the significance of the symbol, I think it could be a lot less soft. This is a concealer ad, not an awareness ad: prettifying an ugly social problem with a soft-focus soundtrack and slo-mo scenics doesn't really work for me. 10 stars for the charity, 4 for the agency.