The Royals shine a light on one of Australia’s deadliest cancers in chilling campaign
The Brain Cancer Centre is aiming to raise awareness of the fact that brain cancer kills more children and people under 40 in Australia than any other cancer, via a campaign from independent creative agency The Royals.
The chilling campaign, the ‘Public Diagnosis’, features Australian families, in private, raw and unfiltered moments of diagnosis, in the hope to create widespread attention and help generate research funding.
The work was created by The Royals, in collaboration with FINCH, Hatched Media, QMS, Oliver Grace and PXLCAT, and features a cover of Kylie Minogue’s ‘Can’t Get You Out Of My Head’.
Sam McGuane, CEO of the Brain Cancer Centre, said: “The Brain Cancer Centre was founded by Carrie’s Beanies 4 Brain Cancer Foundation in partnership with WEHI in 2021.
“We have a groundbreaking collaborative research strategy with 16 research partners across the country. We have a plan that brings us towards our vision: that one day no lives are lost to brain cancer.
“We’ve got the best and brightest research minds, now we just need to back them.”
The campaign launches with ‘Room of Tears’, a spot capturing the moment Amy Stephenson’s 19 year old son Lachie was diagnosed.
“The tears were streaking out of my eyes,” she said. “My world had just been torn apart.”
‘Room of Tears’ is the first instalment in a year-long campaign that uses the power of making private moments public.
Managing partner of The Royals, Andrew Siwka, added: “All the families featured in this campaign were incredible through the making of this and I hope the bravery they displayed in donating these moments ultimately translates into the vitally needed financial support.”
Throughout the year, the campaign will launch more phases, as well as art and exhibition pieces, and immersive digital experiences to amplify awareness of brain cancer.
The news comes after Mumbrella revealed the agency won the University of Melbourne’s creative account this week. The Royals also recently launched work for Snackbrands Australia’s CC’s, marking the brand’s first major marketing campaign “in some time”.
Also earlier in the year, The Royals launched some cheeky work for online sex toy retailer, Wild Secrets, aiming to normalise sexual pleasure for older Australians. It was also appointed by social enterprise Australian Unity in August, with its remit including strategic and creative duties across the brand’s portfolio.
Credits:
Client: The Brain Cancer Centre
Agency: The Royals
Production Partners:
Short film, 90” and 60” ads
Production company: FINCH
Director: Michael Hili
Executive producer: Loren Bradley
Producer: Bryce Lintern
Casting: Peta Einberg
DP: Sean Ryan
Production designer: Charles Davis
Art director: Sam Lukins
Editor: Delaney Murphy
Colourist: Alina Bermingham
Post production: Atticus
Sound production & composition: Kiah Gossner (Cover: Kylie Minogue – Can’t get you out of my head)
30” and 15” ads
Production company: PXLCAT
Director: Hossein Khodabandehloo bin Abolfazl
Executive producer: Joel Fenton
DOP: Rudi Siira
1st AC: Ari Gillespie
Gaffer: Fluid productions
Editor & colourist: Marco Cornelius
Mixing engineer: Ben Anthony
PA: Otto Crosby
Studio: Lithium Studios
Website:
Design & UX: Oliver Grace
Development: dnpg.com
Video animation: Soma Studios
Media agencies:
Hatched
QMS Media
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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