Before we could begin an aggressive fund-raising campaign, we needed to create an awareness for arthritis.
The insight: Arthritis isnít just an "old personís" disease.
The idea: "Appreciate the simple things."
The insidiousness of this disease is that it robs people of their ability to perform everyday tasks.
However, instead of showing what arthritis sufferers canít do, we show what they can do - and their appreciation of it.
The results: Our campaign has succeeded in shifting attitudes about who gets arthritis, and how debilitating it can be. With that, we have become a greater presence on peopleís charitable radar screens as we set out to begin a more aggressive fundraising campaign.
QuickTime 5 Movie
| Agency of the Year |
| Gold: Palmer Jarvis DDB Silver: Ammirati Puris Bronze: Taxi |
| Honourable Mention: BBDO Canada |
| Finalists: J. Walter Thompson Ogilvy & Mather |
| Best Media Operation |
| Gold: M2 Universal Silver: Harrison, Young, Pesonen & Newell Bronze: Starcom Worldwide |
| Best Media Director: Hugh Dow, M2 Universal |
| Judges: Creative Strategic |
| How do you get to be Agency of the Year, Best Media Operation, and Best Media Director |
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