ABOUT

A new campaign, aimed at generating support for the Alivia Foundation, an organization helping young people suffering from cancer, was developed and launched by Saatchi&Saatchi/Interactive Solutions, Platige Image, Dobro, Juice, and Big Picture.

A fully integrated campaign for the Alivia Foundation has been deployed and will run in TVC, cinemas, YT, printed press, radio, OOH, social media, and numerous other unusual touch points. The main element of the campaign is a 60-second-long spot espousing video game trailer aesthetics. Over its course, the audience observes a clash between a well-armed, valiant woman with a colossal beast−a metaphor for cancer. When the ammo runs out, as it is wont to do in video games, external support and resources−additional funds−arrive on the battlefield, allowing the woman to continue the fight.