Everyone can feel like an angel, especially thanks to organizations such as the Centraide of Greater Montreal. As the organization's ad campaign states, "Donating is Uplifting." The iconic hands that make up the non-profits' logo have been strategically placed behind each donor to symbolize the wings of an angel. By doing so, it shows how much good they have done and continue to do.
The Centraide of Greater Montreal ad campaign was conceived and executed by Publicis an ad agency based in Montreal, Canada. A simple idea, the imagery nevertheless sends a strong message. It was art directed by Bogdan Truta with creative direction by Nicolas Massey and Carl Robichaud. Photographed by Jean Malek, the Centraide of Greater Montreal campaign was copy written by Mike Aronson.
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