Why the campaign rocks:
There’s too much talk about cancer and advertising agencies these days. Clearly, a PANDEYmonium has happened over cervical cancer in India.
The ‘Monday’ campaign’s strong storytelling, in association with Memorial Sloan Kettering Cancer Center, stands out and tells us how to create an impactful campaign and be empathetic at the core of it. The initiative was launched during the World Economic Forum in Davos, successfully rallying numerous organisations to collaborate in fostering an environment conducive to the reintegration of cancer-afflicted employees into the workforce.
It resonated so deeply that Publicis Groupe united with major competitors — WPP, Omnicom Group, Interpublic, and Edelman — in a call to action for the “finest creative talents” to participate in a $100-million global competition. The challenge was an opportunity to “take on a brief with the potential to affect the lives of 4 billion people” worldwide.
The aesthetic was quite opposite to the striking visual design on outdoor hoardings launched in Paris. Clearly, they knew that they needed eyeballs. And boy, did they do it!
- Campaign: Monday
- Agency: Publicis Groupe
- Brand: Working With Cancer Foundation