M&C Saatchi and animation agency The Mill have created a moving and imaginative video in support of the charity Breast Cancer Care. Breast Cancer Care provides advice and assistance throughout the UK and their distinctive “pink ribbon” has become an instantly recognisable marker of support for people affected by breast cancer. This new campaign is less direct but more aesthetically powerful than the traditional charity appeal, and is intended to encourage “a more serious understanding” of the challenges facing the 500,000 women in the UK diagnosed with breast cancer.
The makers applied real pills to parts of the actress’ skin and matched them to CG equivalents to cover the entire body surface. The campaign was launched on the Breast Cancer Care website on February 22nd and will air on television later this year.
The video was directed by Julia Fullerton-Battern