senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Orchestre Symphonique de Québec Crafts a Violin Bow from the Hair of a Cancer Survivor

14/07/2023
Creative Agency
Montreal, Canada
172
Share
Original idea from LG2 pays tribute to the late maestro Bramwell Tovey on the first anniversary of his death from cancer

The Bow of Hope, a violin bow made partly from the hair of a cancer survivor, was first used by the concertmaster during an OSQ performance paying homage to the late maestro Bramwell Tovey. Conceived by creative agency LG2, the Bow can now be seen in a video posted on the websites and social media pages of the OSQ and the Quebec Cancer Foundation to mark the first anniversary of Tovey’s death from cancer.

“Music is so emotionally moving. The Bow of Hope shows how music can transform a difficult event into a powerful instrument of courage and hope. Hair loss is a profoundly challenging experience for many undergoing cancer treatment, and this was captured in an excerpt from Bach’s Partita no. 2. Maestro Tovey would have been very touched.” said Carl Langelier, director of marketing and communications, Orchestre symphonique de Québec.

A cancer survivor generously donated her long hair, which a luthier handcrafted into this unique musical device. The Bow of Hope was the star of the tribute concert to Tovey this past spring, showing the true harmony of music. At the end of the concert, the 1,200 guests were informed that proceeds from the evening would go to the Quebec Cancer Foundation.

“Being creative means using your ideas to make a social impact and raise awareness about issues people wouldn’t normally think about. Thanks to the courageous donation of a woman affected by cancer, we celebrated the courage of those who are touched by this disease. Incorporating her hair into the bow was a show of hope and created a sense of togetherness and empathy. The response from the audience proved that there are endless ways to convey a message.” said Luc Du Sault, partner, vice-president, executive creative director - Quebec City, LG2.

The Quebec Cancer Foundation supports the 57,500 Quebecers touched by cancer every year by funding various support services for them and their loved ones. The Foundation wants all Quebecers affected by cancer to be equal in the face of the disease, have all the support they need to lighten their daily lives and have hope for the future. To honour the memory of Bramwell Tovey and encourage the pursuit of the Quebec Cancer Foundation’s mission, the Orchestra encourages people to make a donation.

Credits
Production
Post Production / VFX
Editorial
Music / Sound
Work from LG2
Sheltersafe. More than shelter.
Women’s Shelters Canada
13/06/2022
79
0
Quebec Safe Boating Awareness Week
Lifesaving Society (Quebec chapter)
06/07/2022
12
0
ALL THEIR WORK