Ellen Kuras of Park Pictures directed and shot this spot which shows how a young aspiring Olympian at home reacts to the Olympic Gold Medal-winning, world-record setting performance of swimmer Rebecca Soni in the 200 meter breast stroke. Agency is BBDO New York.
Agency: BBDO New York David Lubars, chief creative officer; Greg Hahn, executive creative director; Danny Adrain, associate creative director/art director; Mark Anderson, associate creative director/copywriter; Diane Hill, executive producer; Melissa Chester, music producer. Production Company: Park Pictures Ellen Kuras, director/DP. Visual Effects: Absolute Post (London & New York) Dirk Greene, creative director; Nirad “Bugs” Russell, producer. Music: The Ski Team Donny Dykowsky, composer. Audio: Heard City,Wave, London Philip Loeb, mixer.,Stuart Welch, mixer.
World Cancer Day: Gustave Roussy, Publicis Conseil Celebrate, Reflect On Advances In Medicine and Science
For World Cancer Day (Feb. 4), Gustave Roussy, a treatment center in France ranked number one in Europe and number four in the world in the fight against cancer, is once again speaking out through film. “Lucie” retraces the life of a young woman, from her birth, her joys, her encounters and her trials, in particular the illnesses she faced or may have faced (if not vaccinated) during her life but which did not kill her thanks to advances in science and medicine, including the discovery of her rare cancer at the age of 36.
Conceived by Publicis Conseil and directed by Jaco Van Dormael via production company Hamlet, “Lucie” takes the gamble of using almost exclusively scientific images to tell this story (scanners, MRIs, microscopes, 3D). It highlights the beauty of these images beyond their raw meaning, the poetry that can emerge from them to pay tribute to all the researchers, doctors and specialists who over the centuries have transformed what were once serious illnesses into benign ones, saving many lives in the process. Like most of us, Lucie lives her life without even thinking about all the times when science and medicine have enabled her to go on living.
“In a world where cancer affects one person in two and more and more young adults, we want to show that the disease is a stage in life from which the majority of sufferers are now recovering, thanks to scientific progress. Lucie’s story is the story of thousands of patients. This film makes Gustave Roussy, its doctors, researchers and professionals part of the history of major scientific advances,” said Professor Fabrice Barlesi, CEO of Gustave Roussy.
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