We won the brand advertising campaign for Cancer Research UK whilst working at Anomaly.
From the offset a traditional approach seemed wrong. After talking with cancer patients, nurses and doctors, scripts with actors and analogies all immediately felt a little crass.
We wondered if it was possible to make something that reflected what was happening in these people lives right now.
So that’s exactly what we did. We worked with the makers of ’24 Hours in A&E’ to film and capture a sense of immediacy by sharing the stories of real people going through cancer, the amazing staff treating them and the fantastic scientists working to beat this devastating disease.
Nothing was scripted. We saw everything. The sad. The shocking. The mundane. The laughter.
The footage was filmed and turned around in very quick time frame.
Over 3 weeks we ran over 180 different digital outdoor posters with daily live updates with Tweets and Facebook posts from patients, doctors and nurses as they gave us a brief glimpse into their daily routines, treatments and fears.
Live radio ads were recorded in consultants rooms where we heard patents being given diagnosis and prognosis.
The campaign was encapsulated with the line ‘Cancer is happening. Right Now’