Description
CHEIL PERU & LEAGUE AGAINST CANCER PRESENT: THE UNWANTED INHERITANCE
An inheritance that turns toxic family members against each other is the starting point of the latest ad campaign by the League Against Cancer (Liga Contra el Cáncer) and Cheil Peru to address a topic as delicate as it is important: the genetic predisposition to cancer is an inheritance that no one wants, but that we all have a high chance of receiving.
"The Unwanted Inheritance" presents a humorous opening scene that suddenly turns into drama and a moment of serious thinking when it reveals that the chances of developing cancer are more than 50% if someone in your family has already had it.
A shocking fact and a captivating story are the pillars of this spot, which achieves two noble objectives: to raise awareness about how vulnerable we all are to cancer and to shed lighto on the free screening campaigns that the Peruvian NGO runs throughout the year and which can be accessed at www.ligacancer.org.pe
This professional campaign titled 'The Unwanted Inheritance' was published in Peru in April, 2025. It was created for the brand: Peruvian League Against Cancer, by ad agency: Cheil Peru. This Film medium campaign is related to the Health industry and contains 2 media assets. It was submitted about 1 month ago.
Credits
Client: League Against Cancer (Liga Contra el Cáncer)
General Manager: Damary Milla Saavedra
Corporate Affairs Coordinator: Monika Valencia Benites
Corporate Affairs Analyst: Ashly Talavera Huaman
Corporate Affairs Analyst: Roy Lopez Conislla
Agency: Cheil Peru
Campaign: The Unwanted Inheritance
General Creative Director: Percy Honores
Creative Directors: Martín Llerena and Santi Charún
VP of Account Management: Francisco Suárez
Account Director: Ada Bocanegra
Production Director: Claudia Alvarez
Producción Executive: Ana Escalante
Copywriters: Martín Llerena and Santi Charún
Graphic Designer: Mariana Moreno
Head of Media Team: Rocio Aucallanchi
Media Managers: Melanny Pancorbo and Cesar Calizaya
Influencers Especialist: Natalia Mas
Social Media Lead: Rocio Heredia
Social Media Manager: Kcaran Barragán
Audiovisual Production: Cheil Studio
Director: Nelson Aguilar
Executive Producers: Claudia Alvarez and Ana Escalante
General Producer: Giselle Calderón
Art Producer: Oscar Guillermo
1st Direction Assistant: Nicolle Mori
2nd Direction Assistant: Gabriel Marcos
Photography Director: Gianmarco Ahon
Camera: Ricardo Pigati
Camera Assistant: César Juan Díaz
Data Manager: Jonathan Palpa
Gaffer: Iván Herrera
Lighting: Kevin Medina and Mauricio Alvarado
Art Director: Anitza Cano
Hair and Make Up: Manuel Jijon
Make Up: Mariana Matienzo
Costume Production: Las Traperas
Costume Assistants: Faride Ramirez and Jenny Morales
Runner: Jose Carlos Martel and Michael Gomez
Audio Production: Barba Roja Audio
Soundman: Nicolás Mifflin
Post production: Gabriel Marcos
Transportation: Coco Cárdenas and Victor Zárate
Catering: Gourmet Films
Location: Gran Hotel Bolivar
Cast: César Ritter, Giselle Collao, Pablo Saldarriaga, Valquiria Huerta, Belén Suárez, Cecilia Rechkemmer and Gabriel Gonzalez
