A very new kind of shop launched in Dublin, Ireland, on World Cancer Day, February 4. It is run by Ireland’s leading cancer research charity, Breakthrough Cancer Research and it’s called The Shop That Nearly Wasn’t because it’s the first-ever shop and events space stocked and staffed entirely by cancer survivors.

The idea for the shop comes from new Irish agency, The Brill Building, and its job is to raise funds (by selling goods) and highlight the need for greater investment in cancer research. It is only open for a week, although it hopes to find a permanent space. There is also an online store.

The shop sells art, photography, books, crafts, clothing and even protective sports gear, made by cancer survivors of all ages, from all over the island of Ireland. It will also feature a collection of portraits of survivors shot by award-winning commercials photographer, Kevin Griffin, himself a cancer survivor.

Many of its supporters are high profile cancer survivors, such as dance superstar and artist, Michael Flatley; Senator, David Norris; author and journalist, Emily Hourican; RTE Supergarden winner, Grainne Walsh; film and television director, Stephen Bradley; award-winning children’s book author and illustrator, Peter Donnelly; milliner to the stars, Sarah McGahon; and rugby pundit and former Munster and Ireland legend, Tony Ward. These people have all donated products or lent their talents and time to the initiative.

The Shop That Nearly Wasn’t is part of a wider campaign, The Advertising Campaign That Nearly Wasn’t, for Breakthrough Cancer Research that is led by a hero film featuring cancer survivor, Kay McKeon, and shot by award-winning director of photography, Ross O’Callaghan.

The film is supported by radio, social, and PR. The Brill Building worked with partners, E-T-C, Hopkins, and Irish Media Agency on the campaign.

The shop will feature a unique suite of portraits of survivors shot by award-winning commercials photographer Kevin Griffin, himself a cancer survivor.

Over the week, The Shop That Nearly Wasn’t is also hosting a series of events including a Six Nations preview with Tony Ward, a hat-making workshop with milliner to the stars, Sarah McGahon; a gumshield clinic for teams and schools with two-time cancer survivor, Cathy Robinson of Gumshields2Go; a talk about her work by Blackchurch print artist from Dublin, Monika Crowley; a reading from film and TV director, Stephen Bradley; floral design workshops, yoga and wellbeing classes.

Roisin Keown, founder and executive creative director of The Brill Building, stated, “We’re incredibly proud to have taken the creative lead on developing this campaign for Breakthrough Cancer Research. The rebrand and campaign we have developed represent a major statement of intent for the organization and set out its ambitions. By creating a world first in The Shop That Nearly Wasn’t we’re staying true to the ethos of Breakthrough itself – world-beating interventions that put survival for more cancer patients on the national agenda. This is an idea that can live far beyond the current campaign and I’m looking forward to seeing it fulfil its potential.”

Orla Dolan, chief executive officer of Breakthrough Cancer Research, added, “Our mission is to disrupt cancer’s future and save more lives. By showcasing the unique talents of just a few of Ireland’s many cancer survivors, The Shop that Nearly Wasn’t is both a celebration of their achievements and a call to action. We can and will ‘make more survivors sooner’ with improved treatments from the cancer research we directly fund.”

Credits:

Creative Agency: The Brill Building

Founder & Executive Creative Director: Rosin Keown

Creative Director Live Experience: Dan Henson

Creative Director Art Direction: Peter Snodden

Video Production: The Brill Building

Photographer: Kevin Griffin

Director Of Photography: Ross O’Callaghan

Edit & Motion Graphics: Daniel Coss @ Beacon Studios

Movement: Outer Limits

Client: Breakthrough Cancer Research

Chief Executive Officer: Orla Dolan

Head of Fundraising: Eoghan O’Sullivan