Rethink Breast Cancer is hoping to strike the right chord with a new musical advertising campaign that promotes its third annual Breast Fest film festival in Toronto next month.
The awareness effort–created pro bono by The Hive–includes a nearly four-minute musical number that has been posted on YouTube. The musical will also run as a condensed 30-second trailer in Alliance Cinemas and on TV in the Greater Toronto Area.
In a release, Rosalinda Graziano, associate creative director at The Hive, said the agency was challenged with not only raising awareness of the festival, but to also compel people to attend.
“That led us to the idea of a musical, because it’s a genre that allows you both to convey rational information through song lyrics and to affect people’s emotions at a deep level through music and dance,” she said.
The musical’s story follows a young breast cancer survivor as she shops for a new bra at a lingerie store. “The musical is creative, energetic and cheeky, just like the Rethink brand, but it also speaks seriously about an important subject that is extremely relevant to members of the breast cancer community,” said Allison Gordon, Rethink’s vice-president, strategy, marketing and communications, in a release.
The effort also includes posters, placed by Grassroots Advertising, that show a woman pulling open her top to reveal part of her breasts, replicating the way curtains open on a stage.
Breast Fest is also promoted through online display ads and a 10-second PSA appearing on the Outdoor Broadcast Network‘s video board at Toronto’s Dundas Square.
