Imagine a geriatric Peter Pan in a wheelchair. Imagine hearing the sound of Little Red Riding Hood flat-lining. Imagine not having imagination. This is the impetus behind a campaign for the 10th anniversary of Montreal-based Literacy Foundation's Gift of Reading program.

The Gift of Reading initiative encourages people to donate new books destined for underprivileged children. The campaign, by Montreal-based Bleublancrouge, targets parents and entails a television spot, a print ad and a postcard, which illustrate that without the chance to read, without imagination, there will be no fairy tale endings. "This target of parents was very interesting for us because you stay a parent until you die," says Gaëtan Namouric,

EVP and CD at Bleublancrouge. "If you have kids, then you can imagine how it is to say, 'okay your hero is dead, Cinderella is dead.' That's terrible."

The campaign, exclusive to Quebec, ran through November and December in both French and English.

The creds:

advertiser: Maryse Perreault, Marie-Claude Clermont, Amélie Marcotte-Losier, Literacy Foundation

agency: Bleublancrouge

CD: Gaëtan Namouric

AD: Frédéric Roux

writer: Maxime Paiement

client services: Carol Jungpeter

project manager: Audrey Besner

agency production director: Ève Mathieu

photographer: Alain Desjean

agency production coordinator: Lisa Arduini

director: Jean-Michel Ravon

DOP: André Turpin

prodco: La Fabrique d'Images