Montreal Cancer Institute begins concert campaign
The Montreal Cancer Institute has begun an advertising campaign for its third annual benefit concert, which will take place on Feb. 4, 2011. The campaign consists of a 30-second television commercial, supported by newspaper and magazine advertising as well as posters. The television creative features Verdi's Va' Pensiero, accompanied by images of locks of hair falling to the floor. The ad ends with an image of the composer with a shaved head, intended to symbolize the work of the institute. A 60-second version of the ad will be posted online. The campaign was developed pro bono by the Montreal office of Kirshenbaum Bond Senecal & Partners Canada. "The agency's support and initiatives have exceeded all our expectations," said Maral Tersakian, executive director of the institute, " I feel real emotion and pride when I see the ICM logo on pieces of such exceptional artistic quality."