Platige Image Takes on Cancer in Action-Packed Campaign
A fully integrated campaign for the Alivia Foundation has been deployed and will run in TVC, cinemas, YT, printed press, radio, OOH, social media, and numerous other unusual touch points. The main element of the campaign is a 60-second-long spot espousing video game trailer aesthetics. Over its course, the audience observes a clash between a well-armed, valiant woman with a colossal beast − a metaphor for cancer. When the ammo runs out, as it is wont to do in video games, external support and resources−additional funds−arrive on the battlefield, allowing the woman to continue the fight.
The Saatchi & Saatchi / Interactive Solutions creative team headed by Marta Frączek and Aleksandra Zalewska argues that "Alivia is unique in that it never depicts patients with cancer as victims. This campaign is supposed to convince the viewers that the unfair fight between the disease and the patients can be won by the latter, provided they are well furnished with ammunition−that is money for cutting-edge pharmaceuticals and innovative therapies." The two went on to add that "We wanted to portray the struggle in the most metaphorical way possible, that's why the environment in which the battle takes place so strongly resembles the interior of the human body, with cancer an unwelcome blight upon the land, and the fight against it an individual battle for each and every patient."
"Paying homage to the incredible strength and determination of people struggling with cancer every single day of their lives was absolutely paramount to us. The spot is a modern version of 'G.I. Jane' with a sci-fi streak, locking the heroine in a relentless clash with her enemy. Instead of painting the protagonist as a victim, I wanted her to be a woman made of steel, with entirely superhuman reserves of strength. She and the people struggling against cancer share a common denominator: their determination, perseverance, and readiness to fight an snatch victory from the mouth of defeat. And particularly the latter requires significant funds as money is what buys you ammunition in this fight," reveals Karol Kołodziński, a director working exclusively with Platige Image.
The strategic and creative concepts for the campaign were developed by Saatchi&Saatchi/Interactive Solutions. The film was produced by Dobro, a creative production studio and subsidiary of Platige Image, and postproduction was handled by Platige Image. Karol Kołodziński served as director and Juice, a member of the Platige Image capital group, was responsible for sound design. PR strategy and operations were drawn up and implemented by Big Picture.
Advertiser: Alivia - Oncology Foundation for Young People
Creative Agency: Saatchi & Saatchi
Music and Sound
Sound Design: Juice (FX)
Post Production / VFX
CG: Mateusz Tokarz (Lead)
Post Production House: Platige Image
Producer: Karolina Mann, Justyna Supernak
Director: Karol Kołodziński
DOP: Łukasz Żal
Executive Producer: Piotr Sikora
Producer: Mateusz Kirstein, Karina Lempkowska
Production Company: DOBRO
Category: Charity , Corporate and social
Genre: Animation , Visual VFX