VCCP has launched the latest spot in their brand campaign for Macmillan Cancer Support, which builds on the charity's proposition that cancer is something nobody should be facing alone. Called “Mist,” it follows the lead set by the “Blizzard” campaign unveiled back in January, and features a character called Claire stranded and alone on a moor, as mist rolls around her. She's about to give up and surrender to the mist when a friend breaks through the fog to ask her if she's OK. She then finds herself with her friend in a warm, bustling café, talking through her problems, underlining the fact that cancer sufferers rely on their friends ad family members to become part of the solution by reaching out and supporting them.
VCCP has launched the latest spot in their brand campaign for Macmillan Cancer Support
The second element of the campaign launching alongside the Mist ad focuses on Macmillan's ambitions to reach out to not just those living with cancer, but those affected by cancer. This part of the campaign makes use of a number of OOH and digital executions, which hope to inspire the millions of us across the country indirectly affected by the disease to become a part of the solution and do our part in improving the lives of everyone living with this most debilitating and terrifying illness. These executions will include showcase stories from real people living with cancer, who were helped through their illness by a friend who reached out to them in their time of need, explaining what a difference a friendly, helping hand can make.
MacMillan Cancer Support – Mist
Macmillan's head of brand advertising and campaign integration Carly Wilson, is “Really excited about this development of the Not Alone campaign,” and hopes the new work will “Cut through a busy marketplace, engage with a new audience, and encourage them to reach out to someone they know with cancer.” She also highlights the new online hub, which she says is “Full of great tips and inspiration to help people do just that.” She adds that there are now “2.5 million people now living with cancer in the UK,” so it is more vital than ever before to “Inspire people to support each other as well as support Macmillan.” Adrian Coleman, group CEO of the VCCP Partnership, adds that this latest work for Macmillan “Aims to build on its previous successes by bringing to life how Macmillan can help people feel less isolated as a result of cancer, in a simple but powerful way.”
Called “Mist,” it follows the lead set by the “Blizzard” campaign unveiled back in January
The video involves heavy post-production work from Finish, the award-winning, independent high-end Grading and Visual FX studio. Jason Watts, lead flame artists at Finish, said “It’s always great being creatively involved on projects,” and that “There was collaboration from all parties,” on this particular project; “From the client, agency, director, editor and post, each happy to adapt their thinking to make the best possible result.” He thinks the result speaks for itself, and is “Proud to have been part of it.” Macmillan, which was recently named Brand of the Year by the Marketing Society, is a non-profit organization that offers free medical, emotional, financial and practical support to everyone who is affected by cancer in the UK. VCCP's “Not Alone” campaign made its début back in 2013, and continues to be a creative milestone for all parties involved.
