Wal-Mart conducts Hide and Seek campaign
By Adnews Staff
Wal-Mart Canada has begun a new ad campaign called “Hide and Seek” in support of Children’s Miracle Network, a national non-profit organization that raises funds for children’s hospitals. The campaign includes a 30-second television commercial depicts a boy and a girl playing hide and seek. The game begins in a hospital but ends at his home. The ad ends with the copy, “Helping kids get better.” The ad broke in mid-May and will run until June 10, the day before the organization’s annual Walk for Miracles fundraising event. After that, it will run for the rest of the year with an alternate ending. The commercial is being supported by radio and outdoor advertising in eight markets. The campaign was created by Publicis Canada. “With this year’s creative, we wanted to strengthen the link between the client and the children’s hospitals and ultimately, the children who benefit,” said Duncan Bruce, executive creative director at Publicis. “We also wanted to create some intrigue and mystery as a way to demonstrate the impact of the cause.”