In Cannes, top creative leaders from Edelman, IPG, Omnicom, Publicis and WPP joined forces on stage to deliver one of the most high profile briefs the industry has seen, impacting the lives of up to 4 billion people. The job is to create a culture-defying programme, experience, campaign that could erase the stigma and insecurity of cancer at work.
Today, Monday July 10, The Big C brief officially opens for entries.
The brief invites the entire industry and beyond, as individuals or duos within one agency or cross-agencies, to create a campaign that will launch on World Cancer Day 2024, in a global multi-media campaign supported by US$100m.
Judging will be powered by Cannes Lions’ world class judging systems and led by senior creative and strategy leads across the five holding companies – Susan Credle (global chair & global chief creative officer, FCB), Chaka Sobhani (global CCO of Leo Burnett), Luiz Sanches (CCO of BBDO NA), Judy John (global CCO of Edelman) and Debbi Vandeven (global CCO of VMLY&R) .
The submission deadline is Friday, September 15. Judging will take place throughout October, with the winner announced at the end of that month. The winners will also receive a delegate pass to attend Cannes Lions 2024 from the Festival.
For more details please visit www.workingwithcancerpledge.com and link through to the entry platform.
