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Proxim conducts Mother's Day campaign in Quebec

Bleublancrouge of Montreal has created a Mother's Day television campaign for pharmacy chain Proxim. The 30-second commercials consist of clips from various Radio-Canada TV shows that feature mothers. The clips were taken from the programs La Galère, Les hauts et les bas de Sophie Paquin, Belle Baie and Providence. "Never before has a channel made such a project possible," said Claude Lamoureux, general manager of Bleublancrouge Media. "Radio-Canada has allowed us to use real clips of their shows to integrate them in the concept of a brand. The unique result sets the tone for a new kind of communication, an integrated, imaginative and human initiative." Proxim operates 260 stores in Quebec, Ontario and the Maritimes.

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