Cancer Council launches masterbrand campaign via Archibald Williams
The Cancer Council has launched its second campaign in a week, rolling out a new brand platform in partnership with independent agency Archibald Williams.
The latest work to come from the not-for-profit organisation introduces Australian’s to the full extent of the work Cancer Council undertakes, to work towards its goal of ‘A Cancer Free Future’.
Archibald Williams were set the brief of creating an overarching master brand platform that would unite individuals state’s and territory’s bodies. The new platform, ‘All of us against cancer’, touches on Cancer Council’s four pillars of work (research, support, prevention and advocacy), and the impact each of these has on the lives of those affected by cancer.
The work also set out to communicate that everyone can help the cause in their own way, as cancer is ultimately a problem for everyone.
Directed by Robin Sung, the campaign film featured real people who are involved with the Cancer Council, encapsulating a series of stories of the many ways in which the organisation impacts people’s lives. These stories feature in longer-form interviews with cast members, that will be rolled out across social and digital.
In addition to the film, Archibald Williams worked with portrait photographer Hugh Stewart to create a series of candid portraits of those involved in the Cancer Council to be used in OOH and display executions.
Archibald Williams was appointed to handle national campaigns for the not-for-profit in late 2021, following a competitive pitch.
Samantha Collender, marketing and communications manager and strategic decision-making group chair at Cancer Council, said: “It takes many hands to tackle cancer and this campaign is the true embodiment of that. Working with all the state Cancer Council bodies, this national Masterbrand campaign enables us to unify all the amazing work we do across research, fundraising, prevention, and advocacy under one communication platform.”
Brendan Willenberg, executive creative director and creative partner, Archibald Williams, added: “Cancer Council has the audacious goal of a cancer free future. And, with one in two people being affected by cancer, the task can seem insurmountable. This new brand platform demonstrates that we each have a role to play and it’s only when we work together can we realise a cancer free future.”
Credits
Client: Cancer Council
Agency: Archibald Williams
Brendan Willenberg, – Executive Creative Director and Creative Partner
Matt Gilmour – Executive Creative Director
Ross Cockrill – Senior Copywriter
Chris d’Arbon – Senior Art Director
Izzy Chan – Designer
Kiranpreet Kaur – Managing Director
Stefanie Duhy – Senior Account Director
Claudia Hovers – Senior Account Manager
Natasha Polcynzski – Senior Account Manager
Production Partners:
Production Company – Monolux
Robin Sung – Director
Amanda Slatyer – Producer
Hugh Stewart – Photographer
Jessica Wong – Videographer
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topics
Archibald / Williams
Brendan Willenberg
Cancer Council
Hugh Stewart
Robin Sung
Samantha Collender
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