This year Cannes partnered with CureSearch, a non-profit cancer research company that accelerates children’s cancer treatments that are most likely to be approved. The brief asked to create a video that highlights CureSearch’s mission and encourages corporate sponsorship to fuel funding. Rather than play up the seriousness of CureSearch’s cause, my partner and I decided to lean into a more self-aware and humorous tone that would differentiate itself among other non-profits. The idea: Be transparent that the company’s funding goes directly towards cancer research, not towards flashy advertising.
PARTNER: Avi Sinoff, Copywriter