Summary
We are delighted to have been able to work alongside M&C Saatchi and director Julia Fullerton-Battern to create a new campaign for the charity, Breast Cancer Care. The ‘Support For The Woman Behind The Cancer’ campaign uses striking imagery to illustrate that behind every breast cancer diagnosis is a real woman with emotional and practical support needs.
Breast Cancer Care is the UK's only charity to offer
round-the-clock support services for people affected by breast
cancer and their new campaign takes a distinct shift away from
traditional 'pink' breast cancer charity advertising and encourages
a more serious understanding of the issues faced by the 500,000
women in the UK currently living with a breast cancer
diagnosis.
The video features a confident woman with a mastectomy scar, no
hair and without her clothes standing behind a veil of medication.
Through a series of shots we see the pills fall away to reveal the
woman underneath. The striking concept is designed to show that
when breast cancer overshadows everything, there is still a person
underneath.
The project was a very rewarding one for all involved. Juan
Brockhaus, Joint Head of Nuke explains his part: "On the shoot they
covered some parts of the body with pills and we then match-moved
her body movement with a CG model to be able to cover the entire
skin's surface with pills. The CG pills had to be an exact copy of
the real pills, since in most of the shots we had real pills next
to CG pills. We then matched the lighting of the real pills and
composited the CG pills into the plates."
Colourist Aubrey Woodiwiss then refined the spot giving it its
effective yet soft feel in the grade, explaining: "We wanted to
keep the palette in line with the print ad by bringing out the
pinks and purples. Also, it seemed key to blend the tones and not
to push too much contrast into the image, giving the spot a soft
feel."
As well as the video, which will be launched on the campaign's
website on February 22nd and will air on television
later this year, the campaign also includes adverts which will
appear on poster sites across England, and The Arcadia Group will
display posters in hundreds of its stores.
For more information about the women behind the breast cancer or
to find out about Breast Cancer Care's services visit: www.breastcancercare.org.uk/thewoman
or visit their Facebook page: www.facebook.com/breastcancercare.
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