DDB Chicago launched a new PSA campaign for the American Cancer Society, focusing on traits that give people the edge over cancer.
The campaign is centered around a pair of 30-second PSAs, shot by director and cancer-survivor Rodrigo Garcia Saiz entitled “Courage” and “Anger,” with two more (“Devotion” and “Stubborness” following shortly. In “Courage,” the voiceover discusses courage as a trait that humans can rely on when they really need it. We see a young man exit his car all dressed up for prom, walk up to his date’s house and knock, before she answers the door and it’s revealed she’s undergone chemotherapy. “Anger” likewise delays its reveal until near its conclusion, with a similar voiceover about anger accompanying a woman chopping wood, visibly angry, before returning inside to her daughter, who is battling cancer. The message behind the campaign is ultimately a hopeful one, as the voiceover points out that “more of us are surviving cancer than dying from it.” Supporting the spots is a print campaign, with each print ad similarly honing in on a single emotion, as well as OOH and social elements.
“We’re seeing greater advancements in treatments and so much personal success in all the patients, survivors and family members we support, but we know the upper hand against cancer comes down to all of us, “explained American Cancer Society CEO Gary Reedy. “As the largest voluntary health organization, we hope that people will help us change the conversation about a disease that is often difficult to express openly and honestly.”
“It is mankind’s love, compassion, courage, defiance and the many other traits that we all share that are giving us an upper hand against cancer,” he added.
The campaign’s print ads were shot by acclaimed photographer and cancer-survivor Sandro Miller and utilize images of real cancer patients. We’ve included the ad “Defiance” below.
Credits:
Broadcast
Client: American Cancer Society
Agency (with location): DDB Chicago
CCO: John Maxham
ECD: Jean Batthany
CDs: Karin Rose, Marybeth Adduci, Marisa Groenweghe, Kathleen Tax
AD: Colleen Keesey
Chief Production Officer: Diane Jackson
Executive Producer: Debora den Iseger
Senior Producer: Joe Tipre
Integrated Business Lead: Kate Christiansen
Group Strategy Director: David Chriswick
Account Director: Marc Singer
Account Executive: Billie Pritzker
Account Manager: Katelyn Ledford
Production Business Manager: Ryan Hentsch
Production Company: Central Film North
Director: Rodrigo Garcia Saiz
DP: Guiermo Garza for Devotion and Beto Casillas for Anger, Courage and
Executive Producer: John Barreiro
Editorial Company (with location): Whitehouse Post, Chicago
Editor(s): Carlos Lowenstein, Glorily Velez
Editorial Producer: Dawn Guzowksi
Post Production (with location): The Mill, Chicago
Colorist: Luke Morrison
Post Producer: Samantha Letzler
VFX Company (with location): The Mill, Chicago
VFX: Randy McEntree
VFX Producer: Samantha Letzler
Audio Post Company (with location): The Studio
Mixer: Nicholas Papeleo
Audio Post Producer: Stacey Simcik
Print
Agency (with location): DDB Chicago
CCO: John Maxham
ECD: Jean Batthany
CDs: Karin Rose, Mary Beth Adduci, Marisa Groenweghe, Kathleen Tax
AD: Colleen Keesey
Chief Production Officer: Diane Jackson
Executive Art Producer: Suzanne Koller
Art Producer: Allison Reeck
Sr. Print Producer: Carla Nieto
Integrated Business Lead: Kate Christiansen
Group Strategy Director: David Chriswick
Account Director: Marc Singer
Account Executive: Billie Pritzker
Account Manager: Katelyn Ledford
Photography: Sandro
Producer: Zack Sabin
Retouching: J.S. Graphics
DDB Studio: Tom Waterloo, Katy Bode, Andre Wells, Mike Johnson, Jack Battiste