Cannes Lions

Tender and Tough

AMV BBDO, London / MACMILLAN CANCER SUPPORT / 2021

Film
1 of 0 items

Overview

Entries

Credits

Overview

Execution

With raw truth, we see Macmillan Cancer Support nurses doing ‘Whatever it takes’. We see their tough, tenacious side and their more well-known caring qualities. Having seen their unflinching grit, skill, ingenuity, humour and tenderness, we’re left with a better understanding of what they do.

We’re also exposed to the daily challenges and triumphs of people living with cancer. The visceral film winds its way through various heart rendering moments, from a nurse helping a lonely patient saying a last farewell via zoom, a scared daughter reconnected with her nervous father, the unflinching calm of medical expertise in a tracheostomy emergency, to the joy of a patient in remission - marking the moment with a tattoo.

The powerful film ends with a call for donations.

Similar Campaigns

12 items

2 Eurobest Awards
Whatever it takes

AMV BBDO, London

Whatever it takes

2021, MACMILLAN CANCER SUPPORT

(opens in a new tab)