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Centraide – Rise up

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Created by Rethink Montreal, this new campaign, called Rise Up, shows how a simple helping hand or words of kindness can transform a person's life.

Directed by Olivier Staub through Les Enfants, the spot is filled with hopeful illustrations of outcasts rising above their inequitable situations thanks to the help of Centraide’s social community workers.

"Poverty and exclusion is a daily matter for many of us," says Staub. "It would have been easy to fall into miserabilism but, instead, I oriented the treatment towards hope and a literal translation of elevation. I wanted to correlate a seamless visual metaphor that elevated the concept in the most touching and sensitive proposal. Giving birth to ambitious visual storytelling is always a challenge, but it is the kind a film that keeps the spirit going."

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