If you’ve ever seen an episode of Gene Simmons Family Jewels, you know how protective the Kiss bassist is about his image and where it’s used. But he has lent it to a good cause—as have several other rock musicians—as part of an ad campaign that launched in Toronto this week.
The campaign is for an inaugural fundraising walk for high-risk births at Mount Sinai Hospital called Rock ‘n Stroll. The event will take place Sept. 28.
Marshall Fenn Communications—which has been the Toronto hospital’s AOR since 2008—created the largely out-of-home campaign, which includes transit and billboards, and features babies made up to resemble iconic rock stars known for their signature clothing and/or makeup. Fellow Kiss member Paul Stanley is emulated, as are Guns N’ Roses guitarist Slash, Elton John and David Bowie. Each musician granted Mount Sinai permission to use their image.
Marshall Fenn Communications’ EVP Jim Wentzell commented in a release that the campaign is meant to reflect the event’s fun nature, as well as get the public’s attention about it in “the crowded walk and run space in Toronto.”
As the event gets closer, the campaign will roll out in other media.