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

Telus delivers custom pizzas to Game of Thrones fans

The brand's using the popular HBO show to promote its cable service, Telus Optik

Blacks embarks on a journey fueled by life’s special moments

Retailer targets snap-happy moms in new advertising campaign from Cossette

On The Move: New hires at RBC, Match and North Strategic

A weekly recap of who's headed where in Canadian marketing and communications

Managing Digital: Mondelez Canada’s Janine Keogh

Marketing VP says the key to digital is to remain curious and experiment

Canada’s Hottest Ads – The GoPro and Samsung show

Diego Bertagni and Joshua Stein are scratching their heads at the latest Top 10

Ontario confirms beer will be sold in grocery stores

Province hosting a pilot project to sell 12-packs of beer in LCBO stores

Tourisme Montréal kisses its old branding goodbye

New logo signals a change in marketing strategy that takes a "younger approach"

Canadian Football League hires new director of communications

Paulo Senra joins the CFL from the Canadian Olympic Committee

Simons CEO Peter Simons on the department-store wars

"We’re not Starbucks—there will be a limit to how many stores we build"