AMERICAN CANCER SOCIETY
While most cancer prevention ads are often doom and gloom, we took a more celebratory tack.
The official sponsor of birthdays. The creative assets doubled as fundraising tools. Each piece of art was made into posters and wrapping paper that was sold online. And all videos could be sent via mobile on a cancer survivor’s birthday. To date, it’s by far the most admired and impactful campaign in ACS history.
Role: Copywriter, ECD
Over 30 musicians submitted Happy Birthday videos.
Each artist depicted a Cancer Society milestone, like warning labels, mammograms, clean air laws, etc.