“Second Chances” gives drivers who commit traffic violations a “second chance” as thanks for being registered organ donors and giving fellow citizens a second chance at life. Created for Donate Life California, “Second Chances” premiered with three police departments: Fullerton and Placentia, California and the campus of Cal State Fullerton. The program launched in April, national Donate Life Month in the U.S., and was also extended to Calgary, Canada, creating a road map for other departments around the world to replicate and implement similar organ donation programs.
Agencies behind the campaign promoting the initiative were Cassanova//McCann, McCann New York and McCann Canada.
Credits
Clients Donate Life California, Canadian Transplant Association, CSUF Police Department, Fullerton Police Department, Placentia Police Department. Agencies Casanova//McCann Ingrid Otero Smart, president/CEO; Elias Weinstock, EVP, chief creative officer; Marco Munoz, executive creative director; Fernando Poblete, creative director; Francisco Rojas, associate creative director; Christian Mondragon, sr. copywriter; Kristen Scharf, copywriter; Roman Gonzalez, sr. art director; Humberto Rodriguez, director of broadcast production; Flor Castaneda, producer; Caitlyn Thompson, associate producer; Nano Recondo (Voltron), editor; Jonathan Lackey, digital operations director; Eric Wang, jr. content creator. McCann New York Eric Silver, chief creative officer, North America; Nir Refuah, executive technology creative director; Nathy Aviram, chief production officer; Dave Herman, SVP, executive producer; George Katz, co-design director; Eric Perin, director/DP; Erik Kroha, VP director of technology; Peter Gallo, SVP, director of user experience. McCann Canada Josh Stein, executive creative director; Jacqueline Bellmore, executive producer; Olia Dallimore, producer. Production Craft Studios New York Karen Hannegan, exec producer; Ilysa Katsap, editor. Circle Productions Rob Turner, director/DP; Karen Tameanko, exec producer. D’avant-Garde Media Francisco Pugliese, director. 4K Aaron Bernakevitch, CEO, producer; Justin Ross, sound; Phil Harrison, first AC. Music JSM Music Editorial Saints Editorial Michelle Rich, exec producer; Mark Paiva, editor.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
