This is cancer:

This is a cancer sufferer:

This is her ammunition:

Saatchi & Saatchi /Interactive Solutions Poland and oncological foundation agency, Alivia, have created a new and positive way of looking at cancer.

The ad, shot in video game style, is a metaphor for the fight against cancer.

“We are at war with cancer right now. Sooner or later some of us will be forced to fight it, and we will need ammunition.”

The campaign shows people suffering from cancer as fighters battling the illness, rather than helpless victims.

“The war is getting more and more serious and cancer doesn’t play fair: there are half a million oncological patients in Poland, and more than 100,000 new cases each year.”

To win the war, every patient needs money to fund the treatments and drugs that are not refunded by the National Health Foundation, NFZ.

Copywriter, Marta Frączek, and art director, Aleksandra Zalewska, commented, “We wanted to create a new approach towards cancer as a social issue which is usually presented from a victim perspective. The metaphor is strong and easily decoded, we don’t overdo the story, the message is simple: money is the ammunition to kill cancer. And there is only one side to fight for – the side of those who want to live.”

In Poland, 1% of income tax may be easily and personally transferred to Polish NGOs. This is an important part of the donations that fund cancer treatment there. So the main message of the Alivia campaign is that 1% that can help to combat cancer.

The film, produced by SvakoDobro and post produced by Platige Image, appeals to a younger generation with its video game look. The battle field in the ad resembles the inside of a real organism.

The 60 second spot will run in cinemas, social platforms and on TV.

Credits:

Client: Alivia – Oncological  Foundation

Agency: Saatchi & Saatchi / Interactive Solutions Poland

Creative concept: Marta Frączek & Aleksandra Zalewska

Creative directors: Michał Desowski & Kamil Majewski

Art director: Aleksandra Zalewska

Copywriter: Marta Frączek

Brand & communication planners: Aleksandra Syrek & Marek Rosłan

Account Management: Małgorzata Łastowiecka & Agnieszka Górna

Producers: Magdalena Barszcz & Marta Gierej

Production company: SvakoDobro

Director: Karol Kołodziński

DoP: Łukasz Żal

Actress: Anna Górska

Producers: Mateusz Kirstein & Karina Lempkowska

Post production: Platige Image

Producers: Karolina Mann & Justyna Supernak

Lead CG: Mateusz Tokarz

Sound FX:  Juice