TARGET AUDIENCE

Australians. 35+

Givers.

Direct giving donors, willing to help, charitable. These people have generally been affected by cancer in some way.

Doers.

Third party fundraisers. ex. Marathon runners, head shavers, event organisers.

SHORT SUMMARY OF WHAT HAPPENS IN THE FILM

Cancer is a complex subject to tackle.

Often steeped in scientific jargon and terminology it can be a stumbling block to any message of hope. Very rarely is it humanised in a way that people can comprehend and emotionally connect with.

We created a user-friendly way to easily inform people how the funding of technology and research can help the ACRF outsmart cancer.

To do this we personified cancer cells in a hyperbolic world, as bite-sized shareable content that educates how the ACRF are funding clever bits of technology to outsmart cancer.

Outsmart Cancer for Good marks a definitive shift for the brand, championing its focus on innovation. The end result was a collaboration between scientists, 3D animators, illustrators, media and creative agencies, together with hip-hop artist B Wise, to bring this campaign to life.

SHORT SUMMARY OF THE FX PROCESS

M&C Saatchi approached Heckler to design and animate an other-worldly exploration of the cancer cell and it's menacing characteristics. As we don't have photographic out of body images of what a cancer cell may look like, and relied solely on microscopic imagery, Heckler had the challenge of imagining what the cell may look like if shot in a studio or shown in a gallery, while being true to the shape and overall texture of a cancer cell. Rendering with Octane in C4D we were able to achieve a high level of realism. Houdini was also using for fluid and growth simulations.

 

CULTURAL/CONTEXT INFORMATION FOR THE JURY

Australians have lost faith in traditional leaders. Instead people today believe in the power of ‘the collective’ and technology to solve the world’s problems.

The Australian Cancer Research Foundation is a technology company closer than ever to finding a cure for cancer. They use the money raised to fund technology, rather than fund support, because we know we will create a cancer-free world.

The Australian cancer charity landscape is cluttered with campaigns of images of families suffering with the disease.

Our opportunity for this brand campaign was to inspire with the power of technology to outsmart cancer.

CONFIDENTIAL INFORMATION FOR THE JURY

The Australian Cancer Research Foundation (ACRF) is unique because its sole focus is the funding of scientific research and technology to find cures and treatments for all cancers. Speeding up the discovery is only possible through donations. Despite any breakthroughs there’s an inherent indifference of public support. This lack of action is driven by a lack of understanding of what the ACRF does. It often feels too sciencey and complex to comprehend.

However if we could find a simple way of helping people understand the who, the what & the why, people may be more inclined to have the conviction to act.