A Canadian marketer who had planned to raise a humble few hundred dollars for a charity helping relief efforts in Ukraine has found himself the creator of a viral marketing campaign that has so far earned well over C$1m ($783,000; £600,000) using the unlikeliest of images – a rocket-armed saint.
Christian Borys helped develop the image – known as “Saint Javelin” – which depicts the Virgin Mary cradling a US-made FGM-148 anti-tank weapon. These missiles are among the arms being sent by Western allies to Ukrainian forces to aid in their fight.
