Publicis Conseil tells a modern Christmas tale in which fiction and reality are deliberately intertwined. It recounts an unknown but true story:
Santa Claus once had cancer… and recovered.
The fundraising campaign for Gustave Roussy, the leading cancer centre in France and Europe, aims to turn cancer’s reputation as a death sentence by making audience aware of the incredible progress that has been made in curing this disease. Today, 66%1 of cancers can be healed, and science has made more progress in the last 10 years than in the last 100.
“The festive season, during which we are making this film, is an opportunity to draw on the magic of Christmas and all the emotions and memories it embodies, at a time of year when French people are close to their loved ones and inclined to great generosity. It’s an opportunity to make our message of healing part of a universal story, and to remind people of the extent to which donations can speed up research. We’re proud of this wonderful film, which is a beacon of hope for all cancer patients and their families,” stated Professor Fabrice Barlesi, executive director of Gustave Roussy.
The campaign film was directed by Vladimir de Fontenay and produced by Iconoclast.
“Our agencies have always made Christmas films to sell products or services. This year, Santa Claus is defending the fight against cancer because he himself has been affected by the disease. We wanted to raise awareness with Gustave Roussy, but above all we wanted to convey a message of hope and say that he has been cured thanks to the donations received for research,” explained Marco Venturelli, chief executive officer and chief creative officer of Publicis Conseil.
The film takes its audience through Santa’s journey the year he was diagnosed with cancer, from the discovery of his illness to the various treatments he received at Gustave Roussy, as well as the unwavering support he received from his daughter and the medical staff until he went into remission.
Just like anyone who is affected, Santa Claus will go through moments of doubt, despair, and sorrow, but also of joy. As his illness deprived him of the attributes that makes him Santa Claus in everyone’s eyes – his long beard and white hair – he persisted, whatever the cost, in working in his workshop to ensure children’s Christmases while still undergoing heavy treatment. Thanks to advances in research and the support of Gustave Roussy, Santa is now cured and can resume his rounds and his work, bringing joy to millions of children.
The universal impact of the film shows that being affected by the disease does not just happen to others, and that even if Santa Claus, that timeless character linked to childhood, is affected, we are all involved.
The highly emotional, cinematic film ends on a note of hope, “Cancer can be cured and now, more than ever, is the time to believe in it.”
The campaign is running TV and digital from December 20, and then in cinemas. It was created in pro-bono by Publicis Conseil with the support of Prodigious and Publicis Media. Other generous supporters are production company, Iconoclast, and agencies, TF1, NRJ, France Télévision, Paramount, Canal, Amaury l’équipe, Altice, My TF1, Audiencexpress, Teads, Dailymotion, Gravity, Qwarry, Bliink, Les Échos / Le Parisien, Snapchat, MEDIAVISION, CANAL+ BRAND SOLUTIONS / UGC, who donated some of the media plan.
Credits:
Client: Gustave Roussy
Client Team: Pr Fabrice Barlesi, Dr Valérie Lapierre, Dr Isabelle Sourrouille, Perrine de Longevialle, Françoise Prost,
Camille Defossez, Mélanie Berbach, Anne-Sophie de Boissard, Hélène Caron, Camille Gallot, Vivien Garaud, Jordan Carpin,
Pierre Lambert.
Advertising Agency: Publicis Conseil
CEO: Agathe Bousquet
CEO & CCO : Marco Venturelli
Executive Creative Director: Pierre Mathonat
Copywriter: Kevin Salembier
Art Director: Nicolas Hurez
TV Producer: Sarah Bouadjera
Account Managers: Emilie Jeanneau, Chloé Tabourian
Process Manager: Judith Siboni
Director: Vladimir de Fontenay
Director of Photography: Arnaud Potier
Production Designer: Arno Roth
Stylist: Diane Gagnant
1st AD: Gabriel Levy
2nd Assistant Director: Annaelle Menoni
Producer: Nathalie Le Caer
Production Company: Iconoclast
Production Director: Nicolas Avram
Production Coordinator: Léa Rambeau
Post-production Company: Poster Company
Post Producer: Vanessa Koscianski
Film Editor: Sylvie Landra
Grade: Nicolas Gautier
Graphic Designer: Mael Gaumont
Sound Production: Prodigious
Sound Producer: Emmanuel Desmadryl
Sound Engineer: Laurent Lavaud
Sound Design: Studio Badje – Felix Davin
Music Creative Director: Christophe Caurret
Music AD: Gregoire Bucaille et Maxime Rouge
Business Affairs: Prodigious
Romain Busnel, Camille Masse, Constance Duhourcau Clara Bonnel & Florian Izquierdo
