Entropico showcases the ‘complexity of cancer’ in new work for Centenary Institute
Entropico has rolled out an advertisement to raise money for the Centenary Institute with a small budget, aiming to show audiences that money doesn’t stop innovation.
One of three spots features close-up imagery of cancer cells, to show how studying something small can have wider implications for a patient.
Made by Melbourne film director Katzi, the ad uses a voiceover to explain the footage, before moving the focus to a young patient with the aim of connecting the audience to the reality of cancer.
Erin Moy, executive producer at Entropico said the focus for the campaign came from watching scientists at work.
“We were fascinated by the scale in which scientists work and how findings at the microscopic cellular level can have such big impacts on disease management and treatment,” Moy said.
Moy said the focus on microscopic cells in the institute allowed the agency to keep within the budget.
“This also played right into our budget constraints as our set, for the most part, was about the size of a 50c piece. We were able to capture the chilling beauty of cancer, and portray it as a force of nature from the scientists’ perspective without putting too much financial pressure on the Centenary Institute.”
“We wanted to avoid the emotionally fatiguing, traditional approach to promoting cancer research and try to show cancer as an intriguing, complex and visually beautiful ‘creature’ to try and connect our audience with the perspective of the researchers,” Moy added.
The Centenary Institute is in negotiations with plans to roll out the campaign across platforms including cinema, TV and social media.
tops! well done
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