CRIS Cancer Foundation

The Battle Inside

Agency: Cheil


Cheil Worldwide Spain has created a video game mod for the global cancer organisation CRIS Cancer Foundation. Designed to connect a new generation with the battle against leukaemia and build awareness and support for the independent non-profit organisation, the work is dedicated to facilitating and developing innovative research to beat cancer.
The game, called ‘The Battle Inside’, is a modified version of Doom Eternal, the latest release of the iconic 1993 first-person shooter game. Players of ‘The Battle Inside’ are challenged to ‘fight cancer to beat cancer’ and game play is altered to take place inside the body where it imitates the struggle against leukaemia.
The game mod introduces new characters to Doom, designed to bring to life the behaviour of the disease. Players are challenged to overcome the characterisation of leukaemia’s impossibly fast-replicating cells, blastocysts, carcinomas and viruses.

This professional campaign titled 'The Battle Inside' was published on March 01, 2022. It was created for the brand: CRIS Cancer Foundation, by ad agency: Cheil. This campaign is related to the Health and Public Interest industries and contains 1 media asset. It was submitted about 2 years ago.


Agency: Cheil Worldwide Spain
Executive Creative Director: Alejandro Di Trolio
Creative Director: Jaime Azurmendi, Sergio Villarrubia
Creative Supervisor: Álvaro Martínez Berganza, Estanislao Bollain, Diego Lezewski, Miriam Alonso
Copywriter: Teresa López, Julen Borge, Aitor Carreira
Art Director: María Lempicka, Irene San José, Andrea Pisarro
Producer: Alberto Sanchez
Head of Account: Juan Riesgo
Account Executive: Estefanía García, Andrés Moncada.
Head of Social: Guillermo Frutos
Influencer Manager: Paloma Medrano

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