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Posts Tagged ‘Steven Smith’

Lowe Roche Turns Yogis Into Bones for ‘The Power of Movement’

To promote The Power of Movement, Canada’s largest yoga fundraiser, Lowe Roche wanted to show that not only would the event raise money for arthritis, but that yoga can bring increased mobility to arthritis sufferers as well.

To link these ideas, Lowe Roche crafted a 30 second spot featuring yogis lined up to resemble “shapes of the human bone system.” The spot uses this as a striking visual representation of the ties between yoga, arthritis and mobility, accompanied by text explaining how you can help those with arthritis simply by doing yoga. All of this is accompanied by the obligatory new age music you’d hear at a typical yoga studio.

For Lowe Roche creative director Jane Murray, this was a very personal project. Murray suffers from a rare form of arthritis called Ankylosing Spondylitis, which causes the spine to fuse. When client Sabrina Young approached her asking if she knew any agencies who would take on pro-bono work for the Arthritis Research Foundation, she volunteered and made it her pet project.

Print elements of the campaign launched last month, while the television component of the campaign was only recently unveiled. The Power of Movement event is scheduled for March 2. Credits after the jump. Read more

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Thursday Morning Stir

-Bi-coastal production company Brand New School added flame artist Mark French to its VFX roster.

-CT-based brand strategy/design consultancy Product Ventures hired Richard Palmer and Kristin Sabena as creative director and design director, respectively.

-AccuWeather has appointed Marvel Entertainment alum John Dokes to CMO while promoting Jim Candor to chief strategy officer and Steven Smith to chief digital officer.

-Aegis has acquired Chinese digital buying/planning agency, Beijing Wonder Advertising. link

-It’s no Andrew “Dice” Clay, but this oven gives it a go in Marcus Thomas’s new spot for Goo Gone (above).