The Princess Margaret Cancer Foundation has launched the latest instalment of its Carry The Fire brand platform. Created by Broken Heart Love Affair, the 60-second spot brings the true story of a dream, loss, and legacy to life — delivering a message of collective strength and enduring hope, inspired by the patients, families, and researchers working toward a future free from the fear of cancer.
Told through the voice of Hilda Machado, the mother of Anthony Machado, it tells the story of a dream left unfinished and the lasting bond it inspired. Just two weeks after purchasing a bike to participate in The Princess Margaret Cancer Foundation’s annual Ride to Conquer Cancer, Anthony’s liver cancer, which had been treated successfully for over five years, recurred. He tragically passed away one month before the event. Left with her son’s bike and his dream, Hilda later met Wil, a cyclist she encountered at a coffee shop. Moved by Anthony’s story, Wil not only bought the bike but made a promise to ride it in the fundraiser in his honour. Each year since, he has kept that promise, carrying Anthony’s spirit with him for four consecutive Rides — and will do so again this year. In total, Wil has completed an incredible 14 Rides to Conquer Cancer.
Directed by Rodrigo Garcia Saiz of Frank Content, the documentary-style spot employs a subtle visual effects reveal to drive the narrative: as Wil rides, two shadows stretch across the pavement, one belonging to Wil and the other representing Anthony, symbolizing Wil’s commitment to carrying Anthony’s memory and dream through the Ride.
This story captures the heart of what Carry The Fire represents,” said Melanie Johnston, Chief Marketing Officer at the Princess Margaret Cancer Foundation. “It’s about carrying forward the dreams of those we’ve lost and fuelling the hope of those still navigating their cancer journey. Every rider, every donor, event participant, and lottery ticket purchaser plays a vital role in driving critical funding for life-saving cancer research at Princess Margaret Cancer Centre.”
Taking place June 7–8, 2025, The Ride to Conquer Cancer is Canada’s largest and most impactful cycling fundraiser, drawing thousands of participants each year. The Ride offers six different route options across Ontario and welcomes cyclists of all levels. Every fundraising dollar raised supports Princess Margaret’s world-leading work to transform what it means to be diagnosed with cancer, driving toward a future free from the fear of the disease.
“This spot builds on the strategic foundation of Carry The Fire, a platform designed to show how individual stories can drive broader collective action,” said Carlos Moreno, Partner & Chief Creative Officer at Broken Heart Love Affair. “It shows how one story can inspire continued support for cancer research and care, helping to advance a brighter future for patients and their families. The second shadow becomes a metaphor for that progress, a reminder that every effort moves us closer to a world without the fear of cancer.”
The campaign will run regionally in Ontario from May 5 to July 27 across television, digital, and social media platforms. Its goal is to build awareness of the importance of “carrying the fire” to support the world-leading research at Princess Margaret Cancer Centre and inspire participation in initiatives like The Ride to Conquer Cancer and other fundraising efforts led by The Princess Margaret Cancer Foundation.
Launched earlier this year, Carry the Fire is The Princess Margaret Cancer Foundation’s ongoing brand platform, created in partnership with Broken Heart Love Affair. It taps into the emotional power of shared determination — the fire that patients, families, researchers, and donors all carry to push the boundaries of what’s possible in cancer research, treatment, and care.
About The Princess Margaret Cancer Foundation:
The Princess Margaret Cancer Foundation is Canada’s largest cancer charity. We’re dedicated to raising funds for Princess Margaret Cancer Centre, one of the world’s leading cancer research and treatment centres, known for its breakthrough discoveries that transform patient outcomes. Together, we Carry The Fire for cancer patients everywhere in our mission to create a world free from the fear of cancer. Through philanthropy, fundraising events, and our world-leading lottery program, we’re changing how the world understands, prevents, diagnoses, and treats cancer, benefitting patients at The Princess Margaret, throughout Canada, and around the world.
About Broken Heart Love Affair:
Named one of Ad Age Best Places to Work 2024, ADCC Scarlet Letter Small Agency of the Year 2024, Strategy’s Bronze Agency of the Year 2024 Small Agency of the Year 2022, Ad Age Silver Newcomer Agency 2021, and Campaign’s Mightiest Start Up 2021, Broken Heart Love Affair is a global brand agency that gathers the most decorated talent on a mission to bring back the love for brands, clients, and the creative community. The agency’s roster of category-leading client partners includes Dairy Farmers of Ontario, Destination Ontario, Drake International, G Adventures, GoRVing, Humber Polytechnic, In The Raw, Kruger Products, Lactalis, Levelwear, Parkinson Canada, Roots, Royal Ontario Museum (ROM), The Princess Margaret Cancer Foundation, The Rec Room, Simplii Financial, World Vision and more.
