A Concrete Lump Grows in London for Cancer Awareness

By Kiran Aditham 

It would appear that the daily obliviousness of human traffic makes for the same sad story in both London and New York City.

Therein lies the concept in a new ad from AMV BBDO for Cancer Research U.K., where passersby on a sidewalk in London continue on their (merry) way while a concrete growth encased in fiberglass and created by model-makers Artem begins to persistently bubble up until it reaches critical mass. The hard-surfaced metaphor only casts light on how one should visit a doctor in case he or she can handle early cancer detection.

The PSA cleverly demonstrates how metastasis can not only affect the daily grind but, more importantly, your own health.

Take heed.

Client: Cancer Research U.K.
Agency: AMV BBDO, London
Creative Directors: Mike Crowe, Rob Messeter
Copywriter: Charlotte Adorjan
Art Director: Michael Jones
Agency Planners: Emily Harlock, Sarah Sternberg
Account: Gareth Collins, Emily Atkinson, Ally Humpherys
Agency Producer: Sophie Horner
Media Agency: Mediacom
Media Planner: Lucy Mitchell
Production Company: Rogue
Producer: Maddy Easton
Director: Sam Cadman
Sound: Gary Turnball / Grand Central Recording Studios
Postproduction: Joseph Tang / The Mill
Editor: Kev Palmer / TenThree
Model Makers: Artem
Music: The Sound Works