Cannes Lions

Be the Breakthrough

ENTERTAINMENT INDUSTRY FOUNDATION, Los Angeles / GENENTECH / 2017

Film
Film

Overview

Entries

Credits

Overview

Description

PSA opens on Morgan Freeman discussing the importance of breakthrough approaches in treating cancer. He narrates throughout as we go through different science and patient related shots. This leads into a shot of a cancer survivor, followed by a scientist doing research, and back to Morgan Freeman. This goes into an animation that leads to the title of the PSA: Be The Breakthrough. It’s followed by the Call To Action: Talk to your doctor about screenings, clinical trials, and especially prevention. PSA ends on a card reading #cancerbreakthrough, with the Stand Up To Cancer, Genentech and The C Word logos.

Similar Campaigns

12 items

Joyride

GENENTECH, San francisco

Joyride

2022, GENENTECH

(opens in a new tab)