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Top 6: January 20th 2021
TV

Macmillan Cancer Support: Whatever it Takes

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Top 6: January 20th 2021
AMV BBDO positions Macmillan Cancer Support as compassionate warriors in new 'Whatever it Takes' campaign The campaign will run on TV, digital, social and radio and is spearheaded by a film entitled 'Tender yet Tough' that breaks in Saturday night’s episode of The Voice. The new direction shines a fresh light on Macmillan’s role as a crucial player in the battle to secure and deliver the best care and support for people living with cancer. As many as 50,000 people in the United Kingdom are missing a cancer diagnosis, because of the disruption caused by Covid-19, according to Macmillan, a number which could double by this time next year if cancer referrals and screening do not catch up. This would leave 100,000 people at risk of being diagnosed late and having a lower chance of survival. The ‘Forgotten C’ means Macmillan’s services are more vital than ever. Every aspect of the campaign will include a call for donations as these represent 98% of the charity’s funding which has been severely hit during the pandemic. AMV research revealed that people are more likely to support and donate to charities that are seen as dynamic and effective and this was a key step in the campaign’s development. The caring side of Macmillan professionals is widely known but the tougher more tenacious side is less readily recognised, yet it’s this combination which is so powerful and unique. The new campaign portrays Macmillan staff as compassionate warriors who do whatever it takes to support those who face the daily challenges and triumphs of living with cancer. Their grit, skill, ingenuity, humour and tenderness shine through in the work. The launch film was directed by Jonathan Alric, best known for his ‘The Blaze’ music videos and was produced during the second lockdown. Music is Spring 1 by acclaimed artist Max Richter.
Credits Other credits

MEDIA AGENCY: Zenith

CLIENT

Chief Executive Officer: Lynda Thomas

Executive Director of Fundraising, Marketing and Communications: Claire Rowney

Director of Brand and Communications: Emma Guise

Head of Brand and Advertising: Jo Juber

Senior Marketing Manager: Samantha Mills

Agency

Strategy: Tom White, Nicola Willison

ACCOUNT MANAGEMENT: BAD/AD ETC Alex Bird, Rachel Dymond, Angela Kwashie

TYPOGRAPHER/DESIGNER: Daniel Mead

Production

LIGHTING CAMERAMAN: Paul Ozgur

Editing

EDITING COMPANY: Stitch Editing

EDITOR: Nicolas Larrouquere

SOUND STUDIO: 750mph

SOUND ENGINEER: Sam Ashwell

MUSIC: Max Richter Spring 1

Post Production

POST PRODUCTION COMPANY: MPC

FLAME: Lora Nikolaeva

COLOURIST: Matthieu Toullet

VFX PRODUCER: Exec VFX Producer

VFX Producer: Amie Kingsnorth

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