Cancer is the leading cause of death among Hispanics, and to raise awareness around this statistic, cancer treatment and research institution Memorial Sloan Kettering Cancer Center partnered with Miami-based creative agency Alma to produce and launch a bilingual public service campaign that promotes the importance of cancer screenings. The campaign includes this short film, Late, directed by Rodrigo Garcia Saiz who has a special connection to the story, having been treated for cancer himself in the past. The film produced by Central Films tells a love story that’s shaped by the moments of being late over the years, while also reminding viewers of the moments where timing is everything.
The goal of this powerful, emotional public service film is to prompt viewers to get screened for cancer on a timely basis. This message is of paramount importance in that Hispanics are more likely to have their cancer diagnosed at a late stage, when treatment is usually more invasive and less successful. Cancer screenings, which means having routine checkups even without necessarily presenting symptoms, can help catch disease early when there are better odds for treatment.
“As an agency that’s rooted in Hispanic culture, we were honored to partner with Memorial Sloan Kettering Cancer Center to produce a beautiful story and film that makes connections with families everywhere,” said Monica Marulanda, executive creative director at Alma, “As the Hispanic population is often more affected, we were proud to be able to work with Rodrigo García Saiz and bring to life an emotional story that’s rooted in Hispanic, but that could touch people’s hearts everywhere, and even better, inspire them to schedule their next screening.”
CreditsClient Memorial Sloan Kettering Cancer Center Agency Alma Alvar Suñol, co-president & chief creative officer; Monica Marulanda, executive creative director; Virgilio Flores, group creative director; Humberto Maldonado, associate creative director; Raquel Chisholm, copywriter; Erika Peitersen, associate art director; Bruno Trad, creative director; Emilia Lora, sr. art director; Bella Pedreira, Caitlyn Becerra, Mac artists; Regan Andre, freelance Mac artist; Tomas Nunez, director of strategy, content & experience; Paola Plaza, strategist, content & experience; Isabel Thielen, content creator; Yeyo Marquez, VP, director of production; Jorge Espinosa, executive producer; Daniella Alamo, production coordinator; Jennifer Eirea, head of studio; Mercy Lopez, studio producer; Jose Toldedo, audio engineer; Pablo D. Colella, video editor; David Hutchinson, developer; Mimi Cossio, sr. producer. Production Central Films Rodrigo Garcia Saiz, director; German Lammers, DP. Color Grade Forward Studios Oscar Martinez Moving, colorist. Music Song: “God Only Know”--acoustic; performed by Jae Hall; written by Brian Wilson, Tomas John Bergquist, Tony Asher; produced by Simon Durey; Tristar Records
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More