Cannes Lions
EDELMAN, Toronto / NOVARTIS / 2018
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Movies would have us believe that life is extraordinary only if extraordinary things happen. But for someone living with metastatic breast cancer, each moment in life is special, no matter how common those moments might seem. So we took a movie trailer approach to our content, 'finding' a house on a street and moving inside to reveal a woman making muffins. Suddenly, a troubled look crosses her face. We follow her upstairs as she approaches her daughter, tension building along the way. We reveal that the big moment is actually very small - the two of them painting nails together, ultimately showing how for someone suffering from metastatic breast cancer, it's the small things that matters as much as the big ones.
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