Birthday Cards

December 2007


Brain Cancer is a leading cause of cancer death in adults aged 20-39, so particularly affecting young parents – and in turn, the children and families who live through the loss of their loved one. The film created by DDB Sydney and Filmgraphics shows the heartache of a mother knowing she won’t live long enough to be with her baby daughter as she grows older. The insight ‘We don’t know what causes brain cancer, but we do know what it affects.’ portrays the emotionally distressing reality for those diagnosed with Brain Cancer. The more funds that are raised, the more the Cure For Life Foundation can do to help find a cure for this terrible condition.

Advertising Agency: DDB Sydney, Australia
National Creative Director: Matt Eastwood
Deputy Creative Director: Steve Back
Art Director: Adam Rose
Copywriters: Ben O’Brien, Alex Wadelton
Director: Jono Nyquist
Production Company: Filmgraphics
Music: Hope For The Hopeless / A Fine Frenzy
Music Company: The Ant Farm, Los Angeles
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David Wooderson's picture

That is simply beautiful. I feel like crying.. an incredible amount of emotion for just 60 seconds. I hope they get people thinking about that charity and raise some money.

Well done to everyone involved.

David Wooderson
Activity Score 23
Creative Director
vurtomatic's picture

Nice, but I think the copy could be stronger. And I'm not sure why the idea feels very much like something I might've come across in a book or a scene out of a movie.

Activity Score 364
amsterdam73's picture

Good insight indeed, good ad.

It's the same insight as in 'P.S. I love you'. A movie recently shown in theaters:


Activity Score 366
jdavila's picture
Activity Score 6
Alma DDB
fauxjebus's picture

Wholey shit. This is unbelievably good.

To everyone who says this is unoriginal—STFU. Cog wasn't the first to make a Rube Goldberg machine either.

They're trying to raise money for cancer, are you seriously going to sit there in the peanut gallery and complain about the freshness of the ad, regardless of the emotional maelstrom that is carefully built?

Wild guess: you don't have kids do you?

Activity Score 497
Art Director at Trigger
chintan ruparel's picture

love the spot, but incidentally the plot has been used almost a decade ago in a hindi film called 'kuch kuch hota hai' starring bollywood superstar shahrukh khan (indians will knoe what im saying). it involves the exact set up where the mother (rani mukherjee)writes birthday cards for her daughter before passing away.

nevertheless, its a beautiful thought n this is flawless execution id say...

chintan ruparel
Activity Score 1516
Copywriter |

~ old habits die hard, older ones never do ~

iT-iS-i's picture

Warm and hard hitting twist, works very well and perfectly subtle. All the best of luck...

Who turned the world upside down?

Activity Score 1717
Copywriter |

:: Put your ears against the ground so i can walk over what you heard::

troika02's picture

oh my, that was very moving. almost made me cry. amazing. great twist in the end. i just love it... great work guys! sniff.

Activity Score 210
Graphic Designer at Graphic Designer
hawkline's picture

Beautiful work. Great reveal. Great copy, too. Congrats.

Activity Score 89
Creative Director
teenie's picture

Wow - nice. I'm speechless.

Activity Score 1886
tommyus's picture

I cried because it was so moving. Then I cried because I didn't make this ad. Beautiful work guys. Made be donate.

Activity Score 9
worldad's picture

Simple, powerful idea, sensitively and subtley handled. Tough category to win but a deserved winner in my eyes. Good luck with the donations too.

Activity Score 6
vaseem's picture

brilliant execution...grt idea....speechless..........

Activity Score 52
fox's picture

I love it. Great idea. Superb direction. Love the actress. Love the music. Love the way the ad gets you in and builds. I nearly cried.

Activity Score 3
school teacher
Belgian's picture

Incredible, wonderful... speechless. Well done.

Activity Score 12
Art Director
tahir's picture

such a nice 60 seconds...God Bless the whole team.

Activity Score 13
newMedia artist/graphic designer |

Mr Hughes's picture

I was a bit choked.

Mr Hughes
Activity Score 384
sheetalz's picture

Hats off !!!!!!!!!

Activity Score 146
Art Director
Khalid Munshi's picture

mind blowing..... Excellent.....

Khalid Munshi
Activity Score 14
rbrulon's picture

great... some times we need to use a heart to fell before use the brain to speack..
almost make me cry, speechless...

Activity Score 4
EGGO's picture

Oh my god was that good.

Activity Score 354
Other |

You have to hate advertising in order to truly love it.

halfstring's picture

Phew ... made it through. Music is a little cheesy but appropriate.

Activity Score 288
Graphic Designer
quest's picture

geez. That's quite good, isn't it?

Activity Score 11
picktokyo's picture

WOW. I'm touched.

Activity Score 1404
Copywriter at JWT
picktokyo's picture

Damn true man. This is really good. I watched it again and again and I still feel,,,,, trembling?

Activity Score 1404
Copywriter at JWT
T-bone's picture
Activity Score 48
Critical Mass
annie_us's picture

That is simply beautiful.
Great idea. Superb direction.

Activity Score 90
Graphic Designer at Working in an International Advertising Agency
ahmedbahey's picture

Great effort, and we 've to appreciate the great team!
Good luck

Ahmed Bahey\Creative Director

Activity Score 59

Ahmed Bahey\Creative Director

egha permadi's picture

GOOD. very, very beautiful.....

egha permadi
Activity Score 10
xhp's picture

So good, i didnt had any sound when i looked it, also effective, i'm shivering...

Activity Score 541
Computer graphic designer |

quistilixians's picture

W.O.W !!!

Activity Score 10
Guest commenter's picture

This is simply awe inspiring. I HAVE seen this in movies before, and I have even heard of a true life account in which a mother had a pre-chosen gift sent to her daughter for each of the daughters' birthdays. Knowing that doesn't make what I just saw any less beautiful. In fact, it could even make it that much more heart shattering, knowing that somewhere somebody has seen this, and actually KNOWS what it feels like.

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