Centraide encourages us to Rise Up
With a mission to make the most important social issues, such as poverty and exclusion unignorable, Centraide's new campaign aims high in a bid to help people rise up.
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Credits
powered by
- Agency Rethink/Montreal
- Production Company Les Enfants
- Director Olivier Staub
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Credits
powered by
- Agency Rethink/Montreal
- Production Company Les Enfants
- Director Olivier Staub
- Copywriter Xavier Blais
- Agency producer Valerie Lapointe
- Director Olivier Staub
- Production Coordinator Audrey Martin
- Executive Producer Stephanie Beaudin
- Art Director Maxime Saute
Credits
powered by
- Agency Rethink/Montreal
- Production Company Les Enfants
- Director Olivier Staub
- Copywriter Xavier Blais
- Agency producer Valerie Lapointe
- Director Olivier Staub
- Production Coordinator Audrey Martin
- Executive Producer Stephanie Beaudin
- Art Director Maxime Saute
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."
