Modeled by a team of socially committed Canadian athletes from a wide range of sports, Roots will present, for the first time, its Canada Collection By Roots. A portion of proceeds from all purchases of the collection will benefit Right To Play, the Canadian-based humanitarian organization that improves the lives of children around the world suffering from war, poverty, and disease. Almost 700,000 children in 23 countries benefit from Right To Play programs each week. The Canada Collection by Roots will be sold in all Roots stores in Canada starting Nov. 6 and will be the focus of a major MasterCard TV ad campaign. Filmed in Africa, the commercial highlights the organizations work and explains how it will benefit from the Canada Collection By Roots.
Agency: Maclaren Mccann, Toronto Agency Producer: Sarah Michener Art Director: Robert Kingston Production Company: Soma Films, Australia Director: Sean Meehan Executive Producer: Sam Mcgarry Editor: David Baxter, Panic And Bob Editing Visual Effects: David Whiteson, Crush Inc. Music: Deschamps, Toronto