Sustaining relevant connections.
The CIBC Run For The Cure has been raising funds for breast cancer for over two decades. Our challenge was to break-through a cluttered cause-marketing space, distinguish ourselves from competitors, and reinvigorate the Run as a vehicle to support a cause that impacts us all. We put viewers literally “in her shoes” with a social video as the hero of our campaign to engage with a captive audience in the digital space and tell the longer story required to connect emotionally. Our video was housed on YouTube but shared through various other social media channels. With 1MM views, “In Her Shoes” is the most viewed video in Run campaign history.