How can we raise awareness about cancer through music? An original idea from LG2, the Bow of Hope is a violin bow made from the hair of a cancer survivor.

One of the most emotionally charged moments for any cancer patient is hair loss. The Bow of Hope aims to transform this loss into a powerful instrument of courage and hope. Not only does this object carry a profound meaning, its creation also marks the first anniversary of the death of maestro Bramwell Tovey of the Quebec symphony orchestra.

This instrument has deeply touched people and, above all, given hope to those affected by cancer, including the person who donated her hair.

This professional campaign titled 'Bow of Hope' was published in Canada in July, 2023. It was created for the brand: Orchestre symphonique de Québec, by ad agency: Lg2. This Film medium campaign is related to the Music and Public Interest, NGO industries and contains 1 media asset. It was submitted 3 months ago by Public Relations Manager: Marie-Eve Gionet of LG2.


Client: Orchestre Symphonique de Québec
Vice-President, Executive Creative Direction: Luc Du Sault
Creative Direction: Luc Du Sault
Copywriting: Félix-Antoine Belleville
Art Direction: Anthony Verge
Client Services: Gabriella Côtes
Project Management, Production: Xavier Girard, Audrey Thibault
Editing: OKOK
Direction: Zacharie Turgeon
DOP: Antoine Caron
Production House / Production: OKOK
Post-production: OKOK
Sound Studio / Engineering: Studio Expression
Acknowledgements: Karine Brodeur, Pénélope Fournier, Joël Tardif


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