Fashion with Compassion


What We Did



Print Collateral

Into the Unknown

When a woman is diagnosed with cancer she enters the unknown. Does she sink or does she surface. That is the strategic direction for this award winning event campaign. The power and influence of our client, Sorrentino's Compassion House on their guests—women traveling to Edmonton for cancer treatment, means women have a place of shelter from the storm. A safe place where they can get their treatment and be themselves. Where surfacing is experienced each and every day.

This idea became the defining direction of the 2017 installment of Syncrude presents Fashion with Compassion.

Vertical & Horizontal

Vertical & Horizontal



Type sets the tone of the event.

Hand generated type carries the sink/surface theme with the addition of the ripple, representing the difference one person can make in the lives of these women by supporting the cause and the event.


The campaign features three women, submerged in a bathtub surrounded by waves of colour.

These are not photoshopped women in water. They are real models in a milk based bath, with colour added to create a magical effect of motion, movement, and carrying the sink/surface strategy. The photos of the models won an ACE Award for our photographer Tina Chang.

Above is the teaser poster series, and below are postcard designs used by retailers and supporters to promote the event.


Video and event photos by: Cooper & O'Hara

Syncrude presents Fashion with Compassion is the signature fundraising event for Compassion House Foundation and Sorrentino’s Compassion House.

Each year we push our team to create something new, fresh and innovative. The Into the Unknown concept was a bold new direction for the event, connecting the realities of a woman’s journey to the overall theme of the event.
— Mellissa Kraft, Executive Director, Compassion House Foundation