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The direction for the red mitten advertising campaign came quite naturally using thread from the mittens to form the shape of athletes since the profits were going towards supporting them. The positioning of the mittens form a heart (to compliment the tag line 'wear your heart on your hands') and the letter 'V' for Vancouver. This photograph and the process photos were taken by Ben Hulse.

The artwork was applied to a nationwide campaign across newspapers, billboards, bus shelters, wall graphics, posters, television commercials and online advertising. Over 3.5 million pairs of Red Mittens were sold.