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Simons begins All is Beauty campaign

Fashion retailer La Maison Simons has begun a new campaign called “All is Beauty.” Developed by Toronto-based Broken Heart Love Affair, the campaign “urges people to see things differently and to be brave enough to find beauty in everything,” according to the company. The initiative includes a three-minute uscripted video featuring the words of a terminally ill woman who “is able to see the immense beauty in her final moments.” Sixty- and 30-second versions of the video will run on television and online, accompanied by digital out-of-home advertising in Ontario, British Columbia and Alberta.

“We’ve taken the past two years to reflect on who we want to be as a company and have made the choice to use the privilege of our voice and platform to create something meaningful, something that is less about commerce and more about connection,” said Peter Simons, head merchant at Simons. “It is stories like Jennyfer’s that we want to share. Human experiences that move us and allow us to see the world in a different way, a way that may be uncomfortable. But where there is discomfort, there is growth and an opportunity to see deeper meaning and deeper beauty that we may have otherwise missed. While her story is not easy to tell, it is a moving testament to the exquisiteness and fragility of human life and an inspiring example of how our bravery to act and see things differently can drastically change our reality. It poignantly proves that all is beauty.”

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