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

Indochino’s big move into bricks-and-mortar (Q&A)

CMO Peter Housley on why the ecommerce menswear company is setting up shop

Holt Renfrew’s rich rewards for loyal customers

Icon Privileges offers experiences to reward its best customers and attract new ones

Samsung to open first retail store in Ontario

New 'experience store' aims to bring the electronics brand to life

Millennial-ized market means Kraft Dinner is now KD

Low-risk name change drives brand update across 27 products

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago