Cancer Research UK: The answer's plain
Emily Harlock and Katy DallasAMV BBDO
Summary
This paper tells a story of planning restraint. We worked with Cancer Research UK on limited means, avoiding sensational tactics to prove the need for removing branding, by illustrating the power of branding. It was a journey that helped us understand the dramatic multiplier effects of social media and the emotive power of film. We prospered by persuading through intelligence, not shock tactics. And lives may be saved as a result.
Objectives
Cancer Research UK and tobacco packaging
Cancer Research UK exists to save lives from...