Working with Cancer ‘Big C’ Jury Names Winners of the Biggest Cross-Industry Brief

By Kyle O'Brien 

Following a rigorous judging process, facilitated by Cannes Lions’ world-class processes and systems, the Working with Cancer creative jury have decided the winners of its “Big C” brief.

Launched earlier this year on the Cannes main stage by creative leaders of our industry, the “Big C” brief invited teams to create a culture-defying campaign for everyone living and working with cancer.

As a true cross-industry coalition, 17 creative and strategy leaders from Edelman, IPG, Omnicom, Publicis and WPP came together to review the entries in a global judging process, facilitated by Cannes Lions.


The winning submissions represent two ideas coming together to drive and shape the next phase of the Working with Cancer project, set to launch on World Cancer Day 2024, through a worldwide $100 million multi-media campaign.

The winners were selected from an extensive pool of entries from over 30 countries across a wide variety of sectors, including pharmaceuticals, creative media and digital agencies, client brands, universities, and non-profit institutions. The competition’s brief challenged participants to create a campaign to reduce the stigma faced by people living and working with cancer.

The winners of the brief are:

  • R/GA, Portland: Tim Hutchison, executive creative director
  • R/GA, New York: Jacqueline Lovelock, vp managing director, health
  • Publicis Conseil, Paris: Justine Dupont, copywriter
  • Publicis Conseil, Paris: Filip Gonzacenco, art director

The winners of the Big C brief have been announced.

The group of judges wondered what the next chapter of Working With Cancer might look like, after 1,000 companies took the WWC pledge last year.

“After looking at great work from around the world, we realized the creative way forward could be found through utility. Utility as a word doesn’t have a lot of inherent emotion or empathy. But if we make a utility we use every day at work capable of ‘seeing us’ in our relationship with cancer and helping us on that journey of cancer care, we will have created empathy and real support. These ideas will un-silence the cancer conversation,” said Susan Credle, juror of The “Big C” brief and global chief creative officer at FCB.

The “Big C” brief is designed to raise awareness for Working with Cancer across industries and businesses while leveraging the power of creativity. Its goal is to normalize the conversation around cancer in the workplace, foster increased participation and pledges from companies, and help reshape the workplace culture to support everyone working and living with cancer in the journey towards recovery on a global scale.

“We are delighted to extend our support of the ‘Big C’ brief. This initiative marks a significant moment for our industry as we unite to raise awareness, drive impactful change, and underline our commitment to eradicating the stigma associated with cancer in the workplace,” said Simon Cook, CEO at Lions in a statement.

Since its launch, Working with Cancer has had an overwhelming response from across business sectors and geographies. The program initially launched by Publicis Groupe is an alliance of major international companies, with over 1,000 pledging businesses impacting up to 35 million employees. The program continues its partnerships with key cancer research bodies and influencers, including Dani Trops, The Stroups, CancerChic, and Laurie MacCatskill.