Several daily newspapers support the work of the 'Felix Burda Foundation For Cancer Research' by running free ads in different formats. Our aim was to use these ads to explain the dangers of colon cancer as effectively as possible. Tearing out the ad and crumpling it up makes it into an event. Suddenly, something unknown that threatens us all becomes very tangible indeed. This idea originated in the creative team. Colon cancer is particularly dangerous because its tumours are painless and can grow for years undetected. By the time cancer is diagnosed it's usually too late, and tumours can be anything up to the size of a fist. This ad makes the danger visible in a very straightforward, direct way – whatever format it's printed in.

This idea originated in the creative team.