Description
The stark reality facing Albertans is that 1 in 2 will be diagnosed with cancer in their lifetime.
Our spot captures the heart of the Alberta Cancer Foundation’s positioning statement (To Create More Moments For More Albertans) by showing what ‘more moments’ actually mean for Albertans facing cancer; more time with kids, more Christmas mornings and even more family dinners.
These aren’t just sick people in hospital gowns or headscarves, they’re mothers, fathers, uncles, friends— and we all stand to gain so much from them if we give them more time.
For the soundtrack, ACF partnered with Canadian music icons The Arkells. Their song, Strong, was written by frontman Max Kerman detailing his late friend’s battle with cancer. The track perfectly complements the Year-End campaign, highlighting the moments of sadness and joy, heartbreak and relief all too familiar to anyone in a battle with cancer.
As an added layer of authenticity, dozens of real home videos (including many from families who benefited from ACF’s services) were used, giving a glimpse of the sheer number of these ‘moments’ donations are enabling beyond the three stories we focus on.
This professional campaign titled 'More Time.' was published in Canada in November, 2024. It was created for the brand: Alberta Cancer Foundation, by ad agency: Full Punch. This Content and Film media campaign is related to the Health and Public Interest industries and contains 1 media asset. It was submitted 11 days ago by Partner, President: Mike Leslie of Full Punch.
Credits
Full Punch
Partner, Chief Creative Officer: Chris Zawada
Creative Director: Kyle Darbyson
Associate Creative Director: David Landreth
Partner, Chief Strategy Officer: Jack Dayan
Partner, Chief Executive Officer: Mike Leslie
Brand Manager: Ruth Hurley
Producer: Maisie Thomas
Post Pro Media:
Offline Editor: Julia Hostetler
Motion Graphics / VFX Lead: Matthew Hayashi
Colourist: Randy Egan
Online Editor: Don Macdonell
Post Producer: Kylie Kumar
Vapour Music:
Creative Director: Andrew Harris
Producer: Kat Stewart
Morgan Gold Media:
Director/DP: Morgan Gold
Producer: Redd Francisco
Gaffer/KeyGrip: Dante Sutton
Sound Mixer: Derek L’Hirondelle
Wardrobe Stylist: Caitlin Varrin
Hair & Make Up: Nada Govic
Production Designer: Quinn Enright
Art Department Assistant: Brad Fehr
