Stars begins Life Moments campaign
By Rob Bale
Air ambulance operator Stars has begun a campaign called “Life Moments.” Developed by Rethink, the campaign highlights the company’s 40 years of work in Alberta, Saskatchewan and Manitoba. It includes a commercial depicting in reverse the life of a boy whose life was saved by a Stars helicopter. The execution has been release as a 45-second online version, with 30- and 15-second television versions. Media work is being handled by Epitaph.
“When we visited the Stars Alberta base, one of the paramedics told us the story of a young boy who almost drowned but was rescued by the paramedic and his team,” said Grace Cho, creative director at Rethink. “It was such a powerful moment, we all got teary-eyed and knew that that’s the story we should tell: the future that this boy has ahead of him thanks to Stars.”