the challenge.

Working with a partner agency, we wanted to find a way build awareness and emotionally connect people to the life-changing implications of osteoporosis and the need to make time for your bone health.

the Q-lution.

Retirement dreams dashed. 

Everyone is familiar with the typical RRSP commercial; people planning for their future, but what if we encouraged people to invest in their bone health the same way they invest in their retirement savings.

The creative. 

We open on a man looking out a window, wistfully thinking about his retirement plans. After a montage of shots depicting typical retirement activities, we reveal the dire consequences and powerful reality of what could happen if you don’t monitor your bone health. The CTA is to take a 10-year bone assessment to ensure their dreams of a healthy retirement are secure.