Cancer Council launches new ‘All of us against cancer’ platform via Archibald Williams
A new campaign launching this week from independent agency, Archibald Williams, will highlight the full extent of the work Cancer Council in Australia undertakes.
Although everyone is aware of Cancer Council, Aussies aren’t aware that they each have an important role to play in achieving Cancer Council’s audacious goal of ‘A Cancer Free Future’.
The task set for AW was to create an overarching brand platform that unites the individual states and territories bodies and brings together everything Cancer Council does under a holistic Masterbrand platform.
Cancer Council’s vital work is split up into four key pillars: research, support, prevention, and advocacy. AW’s role was to make the public aware of not only the extent of this, but also the impact it has on the lives of people affected by cancer. Furthermore, there was a need to communicate that everyone can help the cause in their own way, because, ultimately, cancer is a problem for everyone.
Together under the one unifying line, ‘All of us against cancer’, the campaign features real people who are directly involved with Cancer Council, from researchers and support workers, to advocates and supporters.
The new film was directed by Robin Sung and is made up of a series of stories that each tell a different journey and the many ways in which Cancer Council impacts each person’s lived experience. These stories were then expanded upon through interviews with cast members that became social and digital content videos.
The agency also enlisted the services of renowned portrait photographer, Hugh Stewart, to shoot a series of candid portraits of various people involved with Cancer Council to be used in the OOH and display executions. Showing the many faces associated with all the vital work Cancer Council does on a daily basis really brings to life the sentiment of the ‘All of us against cancer’ line.
Says Samantha Collender, marketing and communications manager and strategic decision- making group chair at Cancer Council: “It takes many hands to tackle cancer and this campaign is the true embodiment of that. Working with all the state Cancer Council bodies, this national Masterbrand campaign enables us to unify all the amazing work we do across research, fundraising, prevention, and advocacy under one communication platform.”
Says Brendan Willenberg, executive creative director and creative partner, Archibald Williams: “Cancer Council has the audacious goal of a cancer free future. And, with one in two people being affected by cancer, the task can seem insurmountable. This new brand platform demonstrates that we each have a role to play and it’s only when we work together can we realise a cancer free future.”
Agency: Archibald Williams
Brendan Willenberg – Executive Creative Director and Creative Partner
Matt Gilmour – Executive Creative Director
Ross Cockrill – Senior Copywriter
Chris d’Arbon – Senior Art Director
Izzy Chan – Designer
Kiranpreet Kaur – Managing Director
Stefanie Duhy – Senior Account Director
Claudia Hovers – Senior Account Manager
Natasha Polcynzski – Senior Account Manager
Production Company – Monolux
Robin Sung – Director
Amanda Slatyer – Producer
Hugh Stewart – Photographer
Jessica Wong – Videographer