Centraide, the Quebec chapter of the United Way, has released a new campaign featuring a diverse cast of donors portrayed as angels.
The TV, print and poster ads show characters ranging from a tattooed middle aged man to a maid, a woman in a sari and a businessman â€“ all dressed in angel wings.Â Publicis Montreal vice-president and creative director Nicolas Massey, whose agency create the ads pro bono, explained the cast reflects Centraideâ€™s wide donor base.
â€śWhat I wanted to express with this campaign is that we all have the gift of being an angel for someone. We all have the power of generosity,â€ť Massey said. â€śYou can be a corporate president, a stripper, a cleaning lady or even a biker but you can still help a fellow person.â€ť
MichĂ¨le Thibodeau-DeGuire, president and executive director of Centraide of Greater Montreal, said the ads also reflect the organizationâ€™s current objective to reach donors outside of its traditional base.
In the past most of Centraideâ€™s donations have come through either payroll donations or large gifts from key donors. Thibodeau-DeGuire said the organization is looking to appeal to new demographics and encourage small donations made directly to Centraide.
For this campaign Publicis altered the open-palm logo Centraide shares with the United Way, turning the two hands outwards to create a set of angel wings. While it took a simple approach with the print ads, featuring the altered logo and a single model on a white background with the tagline â€śDonating is uplifting,â€ť Massey said he wanted to be more poetic and creative with the TV spot.
The spot opens with a ballerina in deep purple angel wings, set to music by the Icelandic critical darlings Sigur Ros. It moves through a cast of of eight â€śangelâ€ť donors, each wearing angel wings Publicis animated with 3D rendering. The 27-second spot contains no dialogue.
Approximately $900,000 in print, TV, radio and OOH space has been donated to Centraide for the campaign from a variety of media companies including Astral, RDS, Cogeco MĂ©tromĂ©dia, the Montreal Gazette and Infopresse.
This yearâ€™s Centraide campaign follows the 2011 fall campaign, also created by Publicis, which featured well-known Quebec personalities such as Joannie Rochette, Guylaine Tremblay, Jean-Nicolas Verreault in the nude.