ART DIRECTORS: Cameron Leo Langille & Simone Senior

Midjourney V6 Assisted however, the AI images were heavily edited using our own Photoshop skills, so that all inaccuracies (like incorrect hands with too many fingers or inaccurate skin tones) were fixed, and specific conditions (like leg wounds and the facial features of the person with the stroke) were added to them.

One-third of Canadian households don't have any first aid training, despite its importance. Canadian Red Cross wishes to change that statistic by showing individuals that they have the power to save a life.

The insight: A helping hand can save a life

This ad campaign highlights the power of people with first aid training, while also underlining how dangerous common accidents and medical emergencies can be.

In these ads, we represent people's power to help others with a giant hand gently cradling a wounded person. Thanks to first aid, the person is safe, supported, and has had their wounds treated.