The Power of Movement(http://powerofmovement.ca/Home.aspx) is Canada’s largest yoga fundraiser, but Lowe Roche wanted to bring meaning to the name. Not everyone understands how yoga and arthritis are linked. They wanted to show that doing yoga not only raises money for arthritis, but actually brings increased movement to arthritis sufferers as well.
In this campaign, Lowe Roche demonstrates yoga’s dual benefits by creating shapes of the human bone system using influential Canadian yoga instructors and dancers. Simply by doing yoga, we could ‘see’ parts of the body regaining the power of movement.
Arthritis affects someone you know. In fact, about in 1 in 7 Canadians are affected by this family of over 100 diseases, including Rheumatoid Arthritis, Ankylosing Spondylitis, Lupus and Juvenile Arthritis. It affects over 4.6 million Canadians – 3 million of them women; 26,000 of them children 18 and under, and is estimated to cost the Canadian economy $33 billion annually. The Arthritis Research Foundation works to raise funds for research into treatments and possible cures, for arthritis and associated autoimmune diseases.
Media: TV
Category: Public interest
Agency: Lowe
Brand: Arthritis Research Foundation
Geo: Americas, Canada
Advertising Agency: Lowe Roche, Canada
Creative Director / Art Director: Mark Mason
Creative Director / Copywriter: Jane Murray
Agency Print Producer: Beth MacKinnon
Agency Broadcast Producers: Sam Benson, Shannon Farrell
Account Services: Ailin Wu, Leo Maia
Production House: Sugino Studios
Director / Photographer: Shin Sugino
Camera Operator: Andrew Wilcox
Producer, Stills: Taeko Yamanouchi
Production Coordinator, Motion: Sarah Gheriani
Post Production: School Editing
Executive Producer: Sarah Brooks
Offline Editor: Chris Van Dyke
Assistant Offline Editor: Nicole Sisson
Colour Transfer: Alter Ego
Executive Producer: Greg Edgar
Colourist: Tricia Hagoriles
Online Edit: Fort York VFX
Executive Producer: Erin Kuttner
Online Editor: Mike Bishop
Assistant Online Editor: Lauren Rempel
Sound House: TA2 Sound & Music
Executive Producer: Christine Leslie
Track Director: Clive Desmond
Composer: Tyson Kuteyi
Engineer: Dave Clarke