A ribbon runs through it

The Canadian Breast Cancer Foundation is playing with the iconic pink awareness ribbon in 'Connected,' this year's campaign for the annual CIBC Run for the Cure.

The Canadian Breast Cancer Foundation is playing with the iconic pink awareness ribbon in ‘Connected,’ this year’s campaign for the annual CIBC Run for the Cure.

Black and white TV and print executions are brightened by the pink ribbon, which is connecting people as they go about their everyday activities, illustrating that everyone is affected by breast cancer somehow.

‘There’s so much equity in the ribbon – we really wanted to place a strong stake in the ground,’ says Garry Lee, president of Toronto-based Cundari Integrated, adding that they’re thinking of ways to further leverage the ribbon in street-level executions. ‘We’re looking at everything from lawn signs to literally connecting houses with the ribbons.’

Lee says the ‘Connected’ concept came from the insight that everyone has their own personal link to the cause. ‘Every time we came in touch with this brand [Run for the Cure], there was a story to be told,’ he explains. ‘We thought it was time to corral that emotion.’

The campaign also includes corporate outreach to drum up interest in the Oct. 5th run among employees, and to solicit corporate donations.

advertiser: Hilary Sadler, senior manager; Sandra Clegg, manager, marketing and communications, Canadian Breast Cancer Foundation

agency: Cundari Integrated

CD: Fred Roberts

junior AD: Yana Korytek

prodco: Suneeva Films

producer: Clare Cashman

directors: Quinn & Cashman

animation: Spin Production

sound: Imprint Music

You are cordially invited to submit your new, dead clever and previously unrevealed campaigns to editorial director Mary Maddever at mmaddever@brunico.com and CD Stephen Stanley at sstanley@brunico.com, co-curators of strategy’s Creative space.

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