Cannes Lions
TOOL, Los Angeles / INFINITI MOTOR COMPANY / 2018
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Every year during March Madness - a win-or-go-home college basketball tournament that grips America - INFINITI uses basketball to raise awareness in, and donations for, the battle against cancer. In a season where we hear such basketball phrases as "Survive and advance" ... "Root for the underdog" ... and "Be a Cinderella story" ... there may be no sports parallel more appropriate to the legions of people fighting for their lives against cancer every day. This year, INFINITI took a personal look inside the true story of one such everyday warrior. "Underdog" brings to life the trials and tribulations of Paul -- who fought cancer and came out victorious on the other side -- in beautiful, realistic detail.
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