This year, Osteoporosis Canada launched a transformative campaign intended to disrupt the osteoporosis landscape, while shining a light on a disease that affects 2 million Canadians.
Bübl™ X David Dixon designed by prominent Canadian fashion designer David Dixon, featured an 18-piece collection using bubble wrap – the universal symbol of protection. The Bübl™ fashion collection was launched on opening night, February 5, 2019, of Toronto Fashion Week – North America’s second-largest fashion week.
Osteoporosis Canada is proud to announce that the Bübl™ fashion campaign has won the Bronze Award in the Cannes Lions Health: Pharma Lions category! The campaign placed 3rd out of 31,000+ global entries and has received a prestigious Lion from the 2019 Cannes Arts & Advertising competition at the Cannes Film Festival.
Heartfelt thanks and appreciation go to the following: Edelman Canada for a strategic, creative and collaborative partnership; to David Dixon for bringing his creative concepts to life with style and to Amgen Canada Inc. for their generosity and support in making this campaign possible.
Introducing a ground-breaking new collection from renowned fashion designer, David Dixon, working in partnership with Osteoporosis Canada. Featuring bubble wrap – a universal symbol of protection – each piece was inspired by the more than two million Canadians impacted by osteoporosis.
*Photography by Matt Barnes
David Dixon has been a fixture in the Canadian fashion industry since he began his label in 1999. His innovative and elegant designs have won him fans from around the globe. He has had the pleasure of dressing Jann Arden, Pamela Anderson, Meg Ryan, Wendy Crewson, Holly Cole, Jennifer Love Hewitt and Kristen Booth to name a few.
It was fitting that guests had to walk pass the giant fossilized bones of a Futalognkosaurus in the Samuel Hall Curelly Gallery at the Royal Ontario Museum to take their seats for a fashion show dedicated to bone health.
The Bubl x David Dixon fashion show on opening night of Toronto Fashion Week on Tuesday night was a partnership between Osteoporosis Canada and designer David Dixon to raise awareness of the incurable bone disease, Osteoporosis.
David Dixon created a Bübl™ fashion collection in partnership with Osteoporosis Canada, which featured bubble wrap woven throughout the pieces. This glam cape guarantees that you could sweep into Canoe and score a prime table.
Other showcases at Toronto Fashion Week include the cruelty-free womenswear brand Hilary MacMillan, luxury evening wear and bridal brand Mani Jassal and a special collection from David Dixon titled Bübl™ x David Dixon, which incorporates bubble wrap to raise awareness about the issues facing Canadians affected by osteoporosis.
Dixon has begun to use his label as a platform charitable cause célèbres in recent years, and this season he chose to shine a light on osteoporosis. (“Fashion is a good conduit to communicating ideas to an audience,” Dixon said in a brief video that preceded the show.) By incorporating none other than bubble wrap, a “universal symbol of protection,” he was able to produce an unexpectedly elegant, haunting collection. The standout piece of the collection was a white dress artfully slashed at the back to resemble the bones of a ribcage.
Inspired by the 2 million Canadians impacted by Osteoporosis, designer David Dixon teamed up with Osteoporosis Canada to build a collection made from bubble wrap — the universal symbol of protection.