When Cactus was tasked with creating a memorable campaign that would bring awareness to the remarkable work being done by the University of Colorado Cancer Center at University of Colorado Hospital, they knew they had to go beyond category standard claim-driven ads and connect with the audience on an emotional level.
Their challenge was to take an impressive statistic — lung cancer survival rates up to 4x the national average — and communicate it in a way that would stick and shine through in a person’s darkest hour. They wanted the message to be powerful enough to withstand the flood of emotions that comes with a lung cancer diagnosis.
This campaign is about the human spirit, and our ability to rise from the depths of despair to summon our strength and fight like hell for our lives. But if we're going to win this fight, we're going need some help. The University of Colorado Cancer Center at University of Colorado Hospital is our best chance of winning.
Norm Shearer, Partner, CCO
Jeff Strahl, Associate Creative Director
Jenna Coppobianco, Copywriter
Brooke Woodruff, Sr Broadcast Producer
Joe Conrad, Founder, CCO
Gennifer Hobbs, Strategic Director
Summer Hershey, Account Supervisor
PRODUCTION COMPANY: Fueld Films
Director: Doug Chamberlain
Producer: Erin Malloy
POST PRODUCTION: Post Modern Co.
Editor: Jason Sedmak
Colorist: Rick Gougler
Producer: Jamie Kirchoff
AUDIO POST/SOUND DESIGN: Coupe Studios
Engineer: Greg McCrae
Producer: Eric Singer