CIBC - IN HER SHOES
Run For The Cure is Canada’s largest one-day charity initiative. Knowing that most people support a cause when they feel personally connected, we thought it would be fitting to create a POV film that puts the viewer in the shoes of a breast cancer victim. Through her eyes we experience the entire arc of her journey from receiving the gut-wrenching news to treatment. The film received one million hits, which makes it the most viewed in the charity’s history. More importantly, there was a massive increase in awareness and registrants with 125,000 participants and an incredible $25 million in raised funds.
Michael Lawrence directs an impactful and very moving new film about a breast cancer surviver, for the Canadian Brest Cancer Foundation and the ‘Run For The Cure’ campaign. The spot, though the agency Cundari, Tronto, was based on a true story of a friend of the agencies and adland producer.
Director Michael Lawrence
Chief Creative Officer Andrew Simon
Creative Director Cory Eisentraut
Creative Director Mike Sipley
Art Director Jason Lee
Copywriter Francesco Grandi
Art Director Kelly Thomas
Producer Alinna Prussky
Producer Todd Huskisson
Executive Producer Liane Thomas
Online WingmanVFX