Agency Network: 
January 2017


By 2020, 1 in 2 of us will be getting a cancer diagnosis in our lifetime. The fact itself is shocking; we cannot hide from it, and nor should we. We must face it, and face it down. It is our duty to make people aware of it. And to do so in a way that stops them in their tracks. That makes them think. That forces them to consider some of the behaviours that have contributed to the situation. And of course, in a way that encourages them to support the efforts of the Irish Cancer Society, by donating and volunteering. The campaign we have developed to convey this serious message is itself challenging. It follows a number of individuals – a researcher, a young man, a daughter, a couple, and a middle-aged man, each of who have something direct and defiant to say about cancer. It does not shy away from the facts, but nor does it suggest that there is nothing we can do. There is optimism, and strength. We’re asking everyone to get involved at the dedicated website:

Film advertisement created by Chemistry, Ireland for Irish Cancer Society, within the category: Public Interest, NGO.

Advertising Agency: Chemistry, Dublin, Ireland
Creative Director: Emmet Wright
Art Directors: Adrian Fitz-Simon, Hugh O’Connor, Fabiano Dalmácio
Copywriter: Mark Tuthill
Account Team: Ray Sheerin, Mags O’Reilly
Planning Director: Sinead Cosgrove
Digital Project Manager: Lisa O'Brien
Production Company: H2 Films
Director: Keith Hutchinson
Producer: Adam Sherry
Director of Photography: Ian Murray
Post Production Company: Windmill Lane
Editors: Vinny Beirne, Lee Hickey
Flame: John Kennedy
Baselight Grading: Dave Hughes
Post Production Producer: Sarah O'Carroll
Music: Denis Kilty
Sound Design / Mix: Locky Butler
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Highest Rated

1ndika's picture

Absolutely love the wordplay on this.

Activity Score 79
Art Director
1ndika's picture

Absolutely love the wordplay on this.

Activity Score 79
Art Director
halaby87's picture

not bad

Activity Score 10498
Marketing Manager |


L. Wiesen's picture

great approach.. like it

L. Wiesen
Activity Score 1340
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