rock n stroll - COUTO CREATIVE

Video Credit: Vital Media

Rock N' Stroll

Rock n' Stroll is a fundraising run that supports high-risk births at
Mount Sinai Hospital in Toronto. The walk and run space was crowded
so we needed to create a brand personality that would reflect the
unique and fun nature of the event to help cut through, get noticed
and drive registration.

We created a visual identity for Rock nʼ Stroll that married visuals from
different worlds (babies and rock) to create an iconic symbol with a strong
pull-through effect. It explained just enough about the event while creating
curiosity and a smile for many.

A campaign was created to drive awareness and registration that took the
rock attitude and tone even further. Primarily out-of-home, the campaign
featured photos of babies made up to resemble iconic rock stars known for
their signature clothing and/or makeup. Each musician, including David Bowie,
Elton John, Slash and members of Kiss granted Mount Sinai permission to
use their image. Gene Simmons and Paul Stanley supported the event
with an appearance at the hospital and on social media.

Our primary target was Moms so we chose to reach them through their hearts
with adorable images of babies. The attraction for everyone else was the
attitude and humor of the images.

The event was a success with nearly double the expected dollars raised and
we strengthened the bond between Mount Sinai Hospital and the community.

Agency - Marshall Fenn

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