Finish Conjures a Haunting Mist for VCCP's Macmillan Cancer Support Ad

Claire is stranded and alone on a moor, as mist rolls around her. She is just about to give up, huddled on a rock in the rain, when a friend appears asking, “Are you OK?” Claire finds herself back in a warm bustling café, talking with her friend. The end voiceover asks people to become part of the solution by reaching out and supporting someone they know with cancer.

This week sees the launch of the second ad, ‘Mist’, in the latest brand campaign for Macmillan Cancer Support, created by VCCP, which builds on the charity’s proposition that no one should face cancer alone. 

Despite the fact that nearly all of us will be affected in one way or another, cancer can be a very isolating place. This powerful insight has been heard time and time again from people living with cancer. Macmillan and VCCP have captured the essence of this and used the metaphor of the loneliest place to develop the latest campaign. 

This second element of the campaign is part of a new strand of work that focuses on Macmillan’s ambition to not only improve the lives of everyone living with cancer, but to inspire millions of others to do the same. Macmillan is providing advice and inspiration for those wanting to become part of the solution. This part of the campaign makes use of a number of different media including OOH and digital, which aim to showcase stories from real people with cancer who had a friend reach out to them, explaining what a difference their support made.

Carly Wilson, Head of Brand Advertising and Campaign Integration says, “We’re really excited about this development of our Not Alone campaign. As well as creating cut through in such a busy marketplace, we hope it will help us engage with a new audience and encourage them to reach out to someone they know with cancer. Our new digital hub, The Source, is full of great tips and inspiration to help people do just that. With 2.5 million people now living with cancer in the UK, it’s vital that we inspire people to support each other as well as support Macmillan to continue to grow our services.”

Adrian Coleman, Group CEO of VCCP Partnership, added, “This latest work for Macmillan aims to build on the brand’s continuing success and drive awareness of the fantastic work Macmillan does in helping people feel less isolated when coping with cancer.”

Macmillan Cancer Support offers free medical, emotional, financial and practical support to everyone who is affected by cancer in the UK - both people living with a diagnosis and all those who love them. To ensure Macmillan can continue to be there for everyone who needs them, they need to inspire as many people as possible to get behind the charity and help fund their vital services. Macmillan was recently named Brand of the Year by the Marketing Society.

Jason Watts, Lead Flame Artist at Finish post production says, “It’s always great being creatively involved on projects. There was collaboration from all parties, from the client, agency, director, editor and post, each happy to adapt their thinking to make the best possible result. I think the result speaks for itself, it was thoroughly enjoyable and I’m proud to have been part of it.”