If Joe Biden can’t cure cancer, Saatchi & Saatchi/Interactive Solutions Poland and Alivia may have a few ideas…
The agency launched a new campaign for the oncological foundation with a new spot entitled “War with Cancer,” created in conjunction with production company Platige Image, which calls on viewers to donate one percent of their income tax to help fight the global malady. Envisioning a cancer patient as a fierce warrior battling a version of the disease reminiscent of a sci-fi monster, the ad imagines the donations as coins being melted down to form the patient’s ammunition. When she runs out of rounds she seems distressed, hiding from the creature until relief arrives in the form of a box carrying new rounds of ammunition. It’s all very reminiscent of a first person shooter and should appeal to viewers who grew up on such games. There’s also something empowering about the way the woman is portrayed as a fierce warrior rather than a helpless victim. The spot will appear on broadcast and in cinemas, with support from a social initiative.
“We wanted to create a new approach towards cancer as a social issue which is usually presented from a victim perspective,” explained copywriter Marta Frączek and art director Aleksandra Zalewska. “The metaphor is strong and easily decoded, we don’t overdo the story, the message is simple: money is the ammunition to kill cancer. And there is only one side to fight for – the side of those who want to live.”
Credits:
Saatchi & Saatchi/Interactive Solutions Poland:
Creative Director: Michał Desowski, Kamil Majewski
Art director: Aleksandra Zalewska
Copywriter: Marta Frączek
Brand & Communication Planner: Aleksandra Syrek, Marek Rosłan
Account Management: Małgorzata Łastowiecka, Agnieszka Górna
Creative Concept: Marta Frączek, Aleksandra Zalewska
Producers: Magdalena Barszcz, Marta Gierej
Director: Karol Kołodziński
DOP: Łukasz Żal
Actress: Anna Górska
Production House: DOBRO
Producers: Mateusz Kirstein, Karina Lempkowska
Postproduction: Platige Image
Producers: Karolina Mann, Justyna Supernak
Lead CG: Mateusz Tokarz
Sound FX: Juice