In an effort to raise further awareness for brain health, the Baycrest Foundation has partnered with Red Lion Canada to create a new creative platform developed for the 2017 edition of The TELUS Health Brain Project, in support of Baycrest Health Sciences.  

To build upon last year’s success, for 2017 Red Lion Canada has created a campaign with the acclaimed Toronto-based director Mark Zibert which will air in Cineplex theatres across Canada throughout the month of August. Inspired by The TELUS Health Brain Project’s collaboration with 100 international artists, which arrived in Toronto on July 11, the commercial (see video below) features reverse-motion cinematography showing a series of larger-than-life brain sculptures. Built in different mediums including mirrors, polaroids and jello, the brains are shattered into fragments and become whole again throughout the course of the video, while Toronto-based spoken-word poet Britta B. shares a rallying cry for all generations – #noblankbranks – via a powerful voiceover. Released in conjunction with World Brain Day and targeting the general public, the message is clear: brain health is fragile and should be protected.

The campaign has also been able to showcase the important work done by Baycrest Health Sciences. With more than 25,000 new cases of dementia diagnosed each year in Canada, the funds raised by The TELUS Health Brain Project support vital research, care and education in this area.

As part of an effort to reach a younger demographic, Red Lion Canada also created a unique digital activation for The TELUS Health Brain Project that was released earlier this year: an Instagram colouring book featuring a silhouette of a blank brain, with a call-to-action for Instagram users to become artists themselves. An out-of-home marketing campaign will also go live this week at strategic locations across Toronto.

Agencies behind the World Brain Day campaign:

Creative – Red Lion Canada
Public Relations – Chimera Collective