ADVERTISING

Memorial Sloan Kettering Cancer Center

Working With Cancer (case study)

Agencies: Publicis Groupe Publicis Conseil Digitas

Description

Created by Publicis Groupe, the ad campaign appeared at the 2023 Super Bowl, and aims to highlight the need to support colleagues with cancer in the workplace. Campaigning around cancer has taken many forms, though most advertising tends to focus on the impact that a diagnosis and treatment can have on an individual or on family life. This new spot treads a different path by looking at the way that cancer can affect working life.

It is part of a new initiative, Working with Cancer, launched by Arthur Sadoun, CEO of Publicis Groupe, at the World Economic Forum in Davos in 2023. After being diagnosed and treated for cancer last year, Sadoun has formed the programme, with the support of major brands, to help create an open and supportive work culture for cancer sufferers.

Founding partners include Abbvie, Adobe, Bank of America, BNP Paribas, BT, Citi, Google, Haleon, Labcorp, L’Oréal, Lloyd’s, LVMH, Marriott, McDonald’s, Meta, Mondelez, Microsoft, MSD, Nestlé, Omnicom, Pepsico, Renault Group, Sanofi, Toyota, Unilever, Verizon, and Walmart.

Released in time for World Cancer Day on February 4, the new campaign is centred around a TV spot directed by Elena Petitti Di Roreto and Martin de Thurah, which depicts the often harrowing journey of cancer patients and the vital importance of workplace support.

It is accompanied by a series of OOH and digital ads which focus on the fact that half of us will be diagnosed with cancer in our lifetime, so we all share a responsibility to support cancer patients at work. The campaign is supported by $100m in media donated by a wide range of partners and will also air at the Super Bowl on February 12, marking the first time a holding company has invested in a spot at the game.

This professional campaign titled 'Working With Cancer (case study)' was published in France, United Kingdom, and United States in June, 2023. It was created for the brand: Memorial Sloan Kettering Cancer Center, by ad agencies: Digitas, Publicis Conseil, and Publicis Groupe. This Digital, Film, and OOH Outdoor media campaign is related to the Health industry and contains 1 media asset. It was submitted about 1 year ago by LLLLITL.

Credits

Brand: Memorial Sloan Kettering Cancer Center (MSK).
Advertising Agency: Publicis Groupe - La Fondation Publicis ; Publicis Conseil, Paris ; Le Truc, New York ; Digitas, New York ; Saatchi & Saatchi Health, New York ; Publicis Groupe UK, London.
Production: Object & Animal, Los Angeles.
Post Production: Harbor, New York ; Prodigious, Paris ; PXP Studios, New York ; The Mill, Paris.
Media: Harbor, New York ; Prodigious, Paris ; PXP Studios, New York ; The Mill, Paris.
PR: MSL New York ; Publicis Consultants, Paris.
CEO: Arthur Sadoun.
Chief Talent Officer: Emmanuel André.

Film:
CCO: Marco Venturelli.
Head of Art: Maud Robaglia.
Creatives: Laura Aondio, Francesca Vitello.
Production Company: Henry.
Directors: Elena Petitti Di Roreto, Martin de Thurah.

OOH:
CCO: Andy Bird.
Art Director: Truman Florence.
Designer: Jimmy Campbell.

ADVERTISING

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