Watch This: Flexing for a cause (Arthritis Research Foundation)

Jane Murray, creative director at Lowe Roche, had a very personal reason for getting involved with a yoga fundraising event to benefit arthritis research. According to a release, Sabrina Young, national event manager for Power of Movement, contacted Murray through Facebook to find someone to work on this pro bono campaign. “She had no idea […]

Jane Murray, creative director at Lowe Roche, had a very personal reason for getting involved with a yoga fundraising event to benefit arthritis research.

According to a release, Sabrina Young, national event manager for Power of Movement, contacted Murray through Facebook to find someone to work on this pro bono campaign.

“She had no idea that I had a rare type of arthritis, called Ankylosing Spondylitis,” Murray said. “Over time, it causes your spine to fuse… I told Sabrina I would do it. It would be my honour – and also my challenge – to make a campaign so moving, and so interesting, and so beautiful, that it would encourage others to join this cause.”

Print materials for this campaign are already in market, and this spot was set to begin airing on television this month.

Agency: Lowe Roche
Co-creative directors: Mark Mason, Jane Murray
Production house: Sugino Studios
Director, photographer: Shin Sugino
Post production: School Editing
Colour transfer: Alter Ego
Sound house: TA2 Sound & Music

Brands Articles

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations

Canada Goose to open Toronto, New York retail stores

The luxury outerwear brand is investing in its first-ever standalone locations

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices

Grindr CEO: The seductive trap all apps must avoid

Joel Simkhai on how his brand is all about the size... of his user base

McDonald’s gets personal with new ad campaign

Cossette creates a series of on-the-fly commercials in the back of a Whitby location