Cannes Lions
AMV BBDO, London / MACMILLAN CANCER SUPPORT / 2021
Overview
Entries
Credits
Execution
Our film shows, with raw truth, Macmillan Cancer Support nurses doing ‘Whatever it takes’. The music carries the emotion and the structure echoes the emotional trajectory of the narrative. It gradually builds, has flurries in the right places and leads us to a climax. It is never secondary and doesn't compete with the visuals. There is a harmony between them. It has a hopeful tone along with a strength which perfectly reinforces the core message that we were trying to land.
To ease into the film, we start with a Max Richter track, “Spring 0”. This blends seamlessly into “Spring 1”. We then see the tough, tenacious side nurses 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.
Similar Campaigns
12 items