As part of its ‘More than Medication’ initiative, Pfizer Canada launched its first corporate viral film, Graffiti, last month. The 90-second film follows a teen graffiti artist who spray-paints a message in a dark urban alleyway, then comes home to his seriously ill younger sister and pulls back her curtains to reveal his tagged message of hope: ‘Be Brave.’
The film, created by Zig, has no product mentions – instead, it enlists viewers to be a part of Pfizer’s guaranteed $50,000 donation to the Starlight Children’s Foundation Canada. Pfizer is donating $5 every time someone views the film and forwards it to a friend.
The film closes with an invitation to visit morethanmedication.ca (also devoid of product mention), which is devoted to helping Canadians live healthier lives by providing comprehensive non-medicinal health information.
The film is part of Pfizer’s ‘We Can Be Brave’ campaign, which was developed by Zig, interactive agency Klick, MediaCom Canada and Health Connect and is being supported with online banner ads on key French and English portals.
