Pereira & O’Dell New York unveiled the next phase of its “More science. Less fear.” campaign for Memorial Sloan Kettering Cancer Center, which launched last September, marking the agency’s first effort for the client since winning agency of record duties in February, 2014. For the its latest iteration, Pereira & O’Dell created three online spots celebrating the inspiring survival stories of three Memorial Sloan Kettering patients.
“Our vision for the ‘Science Saves’ films was to tell stories about people, not patients, and focus on their lives and achievements after they recovered” Dave Arnold, executive creative director at Pereira & O’Dell, told Adweek.
To bring the stories to life, the agency teamed up with production company Nonfiction Unlimited and director David Gelb. One of the ads tells the story of Suzanne, who beat the odds by not only overcoming cervical cancer but having a baby. The spot follows Suzanne as, after two other doctors, she tries Memorial Sloan Kettering. When she first met her doctor, he told her “Don’t Google it,” and even though it ran counter to her inquisitive personality, she followed the advice. The spot then follows Suzanne through her treatment, wedding, and the birth of her daughter through a surrogate mother. In the end, she finally does Google the diagnosis, and is glad she didn’t before. Other patients highlighted in the series include a teacher and mother of two and a Hoboken firefighter who fought to keep protecting his community. Each spot ends with the message, “Science saves more than lives” and the tagline “More science. Less fear.” The spots serve as a powerful endorsement for Memorial Sloan Kettering, since they tell authentic and emotional stories of what makes the cancer center stand out.
Credits:
Client: Memorial Sloan Kettering Cancer Center
Agency: Pereira & O’Dell, New York
Executive Creative Director: Dave Arnold
Associate Creative Director: Jake Dubs
Associate Creative Director: Alexei Beltrone
Copywriter: Michelle Lamont
Art Director: Alex Parodi
Art Director: Lauren Geisler
Managing Director: Cory Berger
Group Account Director: Carey Cwieka
Account Supervisor: Joelle Hadaya
Account Executive: Jana Cudiamat
Strategy Director: Mike Lewis
Strategist: Anna Bedineishvili
Head of Production, New York: Tennille Teague
Senior Producer: Tamara Lecker
Business Affairs Director: Russ Nadler
Business Manager: Jaime Szefc
Production
Company: Nonfiction Unlimited
Director: David Gelb
Managing Director: Michael Degan
Executive Producer: Loretta Jeneski
Head of Production/Executive Producer: Patrick Degan
Line Producer: Franny Freiberger
Director of Photography: Maryse Alberti
Editorial
Company: Union Editorial
Editors: Sloane Klevin, Karen Kourtessis
Assistant Editor: Adriana Machado
Executive Producer: Caryn MacLean
Senior Producer: Susan Motamed
GFX/title design: Jun Lee
Producer: Yoko Lytle
Animation (TV)
Company: BUCK
Creative Director: Orion Tait
Executive Producer: Anne Skopas
Producer: Ann Seymour
Associate Creative Director: Daniel Oeffinger
Design: Aaron Kemnitzer, Justin Lawes, Gareth O’Brien
Animation: Wesley Ebelhar, Andreas Hansen, Aaron Kemnitzer, Justin Lawes, Enle Li, Gonzalo Menevichian
Colorist: Jose Fuentes
Music (TV)
Company: Search Party
Music Producer: Winslow Bright
Composer: Nicholas Wright
Audio (Films)
Company: Heard City