W A R ON C A N C E R
Here and now we all face the war on cancer.
In Poland half a million people fight for their lives. And they all need money to defeat the disease.
In Poland half a million people fight for their lives. And they all need money to defeat the disease.
Together with Alivia Oncological Foundation we wanted to change the image of cancer sufferers and never again
show them as victims. They are the true fighters. And they don’t need pity, only the money to be used as ammunition against their enemy.
We showed the metaphor of this fight in a viral spot which is the heart of the campaign.
The fighter, a representation of all cancer sufferes, uses the ammo made out of coins to shoot the monster down.
The duel is held in a symbolic space, resembling the inside of the organism.
T A K E C A N C E R O N T A R G E T
In the second stage of the campaign we took the metaphor even further.
Top 10 Polish illustrators created their own images of cancer-beasts. We changed them into shooting range targets
to let everyoneaim and shoot the monster down in a symbolic way.
to let everyoneaim and shoot the monster down in a symbolic way.
Targets are available at shooting ranges and on-line. Each purchase supports Alivia found.
R E S U L T S
The aim of the campaign was also to win the attention of tax payers in the communication clutter and create
an emotion of solidarity. (In Poland tax payers can transfer 1% of their income tax to any NGO).
an emotion of solidarity. (In Poland tax payers can transfer 1% of their income tax to any NGO).
We not only won the hearts of a younger target group, make the oncological problems present in public debate again
and drew the attention of international media, but we managed to gather 5 times more money (5 mln zł)
than Alivia did the previous year.
and drew the attention of international media, but we managed to gather 5 times more money (5 mln zł)
than Alivia did the previous year.
A W A R D S
The campaign had more than 68 000 media impressions, has been awarded many times
and it is still being developed on different touchpoints.
and it is still being developed on different touchpoints.
KTR ----- BRONZE x 2
INNOVATION AD ----- SILVER x 2
MIXX AWARDS ----- GOLD
SHOTS MAGAZINE ----- AD OF THE WEEK
THE DRUM ----- DIRECTOR'S PICK OF THE MONTH
CREDITS
WAR ON CANCER
Agency: SAATCHI&SAATCHI IS
Creative Director: Michal Desowski, Kamil Majewski
Creative Team: Marta Frączek, Aleksandra Zalewska
Design Director: Rafał Nagiecki
Planner: Aleksandra Syrek, Marek Rosłan
Account Management: Małgorzata Łastowiecka, Agnieszka Górna
Producer: Magdalena Barszcz, Marta Gierej
Director (spot): Karol Kołodzinski
DOP: Łukasz Żal
Production House: Dobro
Producer: Mateusz Kirstein, Karina Lempkowska
Post Production: Platige Image
Producer: Karolina Mann, Justyna Supernak
Lead CG: Mateusz Tokarz
Sound FX: Juice
Sound Design: Kuba Pietrzak, Michał “Jurgen” Jaroszewicz
Music: NOKO "Keep Me Away”
Client: Alivia Oncological Foundation, Agata Polińska, Bartosz Poliński
TAKE CANCER ON TARGET
CD: Michał Desowski
Creative team: Marta Frączek, Aleksandra Zalewska
Account Managment: Agnieszka Górna
Illustrators: Daniel Baum, Anna Dudek, Alek Morawski, Monika Nikodem, Kasia Kruszewska,
Przemysław Truściński (Trust), Łukasz Poller, Rafał Nagiecki, Michał Murawski, Ernesto Gonzales
Case Director: Krzysztof Grudziński
DOP: Kajetan Plis
First release: February 2016
