|Campanha||The Canadian Cancer Society CIBC Run For the Cure|
|Data da primeira Transmissão/Publicação|
|Sector Empresarial||Instituições, organizações não governamentais|
|História|| Together our promises can make breast cancer beatable. This rallying cry, introduced by the Canadian Cancer Society CIBC Run For The Cure last year was pivotal in driving participation and fundraising for the 2018 Run. This year, the Run continued to leverage the “I Promise” campaign, however deepening the message by highlighting the importance of the Canadian Cancer Society programs and CIBC’s involvement as the long-term Run partner.|
To keep a strong individual connection to the cause, we created two online videos based on the personal stories of breast cancer survivors, one CIBC employee and one Canadian Cancer Society program beneficiary. The videos are inspired by a powerful insight: during our everyday life we all wear different shirts, but on Run day we all rally as one in the same t-shirt.
Designed to be social-first, the videos take an innovative approach to storytelling by combining stop-motion with t-shirt graphics. This required a complex production process: stop-motion filming with exact splices, additional post-produced animation – lots of t-shirts – and more importantly amazing non-professional talents.
The campaign, started on August 6, 2019, included TV, OLV, OOH, newspaper, digital, social as well as in-branch communications.
|Tipo de Mídia||Interatividade|