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

Saputo sells its bakery division to Canada Bread for $120 million

Deal in line with company's plans to become more competitive in new food categories

Why employee engagement needs to top the CMO’s agenda in 2015

And, how it will enhance competitiveness/profitability

Canada’s Hottest Ads: A very foodie November

...with a light dusting of holiday cheer

McDonald’s marketing misery

Markus Giesler on the chain's identity crisis and why it's becoming increasingly irrelevant

BlackBerry harkens back to “CrackBerry” heyday

Waterloo, Ont.-based company introduces new smartphone model with familiar features

Hudson’s Bay hires new CEO

Former Toys R Us chairman and CEO takes the reins, Richard Baker remains chairman

Country Style chooses Tag Franchise for rebrand

New branding expected to roll out next year

MasterCard’s ‘priceless’ holiday giveaway

The brand had a big surprise for Calgary charities