One in 8 men will get prostate cancer, and for Black men their risk is double. But the earlier you find prostate cancer, the easier it is to treat, and an earlier diagnosis could save your life. That’s the vital message at the heart of a new integrated campaign from Prostate Cancer UK and VCCP London, with a call for thousands more men across the country to check their risk online.
The creative platform, “A future full of good things,” focuses on the future–the life full of really good things that lies ahead for men (and those who love them) if they check their risk and find out what they can choose to do about it, and forms part of Prostate Cancer UK’s wider campaign “Find it Earlier.”
This breaks the mold of traditional cancer awareness campaigns, which have focused on the negatives of not knowing your risk and all the scary things that can happen when you don’t. Instead this approach looks to capture men’s imagination and hope for the future they want to be around to see. This strategy allows for a humorous take, which runs through the campaign, to open up the conversation and lighten a serious issue for many.’
Two films directed by Gary Freedman of MJZ lead the campaign, including this one titled “Layla” in which a man meets his granddaughter-to-be who promises him the chance to get to know her if he looks after himself. VCCP’s global content creation studio Girl&Bear worked with Freedman and MJZ on the two-spot package which also ensures men that a test for prostate cancer doesn’t mean a finger up the bum. Only a simple blood test is necessary which you can get free of charge from your doctor.
The campaign will run across the UK–with TV, social and PR working to reach men at risk throughout the country.
Jim Thornton, executive creative director at VCCP London, said: “As that wise young owl Darren Bailes (our CCO) once observed; ‘we spend the first half of our lives trying to kill ourselves and the second half desperately trying to stay alive’. This beautiful, and beautifully realized, idea neatly brings to life exactly why those of us of a certain age are so desperate to stay alive – the promise of grandchildren, fabulous BBQs, more Stoke games, and all the other wonderful things later life has to offer. And it deftly hammers home the message to all the men in our lives that it REALLY is about time they checked their risk of prostate cancer.”
CreditsClient Prostate Cancer UK Agency VCCP London Jim Thornton, executive creative director; George Lewis, Andy Parsons, Pip Bishop, Chris Hodgkiss, idea; Pip Bishop, copywriter; Chris Hodgkiss, art director; Carly Parris, TV producer; Emma Winton, creative producer. Production MJZ Gary Freedman, director; Daniel Gay, producer Lindsay Turnham, managing director; Lucy Jones, head of production; Spike Elwood, production manager; Barry Ackroyd, DP; Benji Edwards, first assistant director; Kate Mcconnell, art director; Niamh Coulter, set decorator; Rebecca Rich, wardrobe/stylist; Bianca Simone Scott, makeup artist. Editorial The Assembly Rooms Adam Spivey, editor; Phoebe Armstrong Beaver, edit producer. Postproduction ETC Vic Lovejoy, post exec producer; Simon French, VFX supervisor; Luke Morrison, colorist; Tane Welham, lead compositor; Chris Fraser, Theo Mall, compositors; Ryley King, coordinator. Audio King Lear Jack Sedgwick, sound designer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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