Agency Network: 
December 2010


Film advertisement created by Cossette, Canada for YWCA, within the category: Fashion.

Advertising Agency: Cossette, Canada
V.P. Convergent Creative Director: Marta Cutler
Group Creative Director: Ed Lea
Production Company: FamilyStyle
Directors: FamilyStyle
Executive Producers: Harland Weiss, Donovan Boden
Director of Photography: Vinit Borrison
Producer: Liz Dussault
Editor: Jason Macfarlane
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Janae's picture

its too soft. the roses make the spot not really emotional. i didn't feel, i was watching a spot over
the violence against woman.

Activity Score 385
Saand's picture

They should add thorns then... Both sides of the story

Activity Score 150
Oblabla's picture

it's like "wooow beautiful sets..beautiful of roses' petals!" but ya..doesn't affect me the way it supposed to.

Activity Score 298
copywriting trainee at Reputation/Publicis/Leo Burnett Copenhagen |

CuriousPencil's picture

Interesting their trying to co-opt a universal symbol for romance and use it as a remembrance of violence. I wonder whether wearing one will make passersby think 'ah, anti violence' or 'aaah how romantic'; and I wonder whether their site's saying "Violence against women is a $4 billion problem in Canada" is the right way to approach such an emotional subject: boiling it down to dollars somewhat sidesteps the real issue: that it hurts and should stop.

I have doubts about the reasoning, never mind the campaign. But given that the 'rose button' was a given, inherited from a 1989 event, and assuming the target knows the significance of the symbol, I think it could be a lot less soft. This is a concealer ad, not an awareness ad: prettifying an ugly social problem with a soft-focus soundtrack and slo-mo scenics doesn't really work for me. 10 stars for the charity, 4 for the agency.

Activity Score 4199
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