The Argentine League for the Fight Against Cancer (LALCEC, Liga Argentina de Lucha Contra el Cancer) teamed with Grey Argentina to raise awareness about the importance of annual urological check-ups for the early detection of prostate cancer. Recruited for the campaign were finger puppets who in this anthem spot deliver a serious message–in a fun, comedic, musical manner via the song “Don’t Fear The Finger.”
In a joint statement, Alejandro Devoto and Hernán Kritzer, CCOs of Grey Argentina, shared: “For years, for many men the rectal examination continues to be a taboo subject surrounded by fears. We sincerely felt that it was possible to address this issue from a different angle, and instead of talking about the risks or consequences of avoiding the check-up, we preferred a closer, funnier approach that took the dramatism away. That is why we chose the finger puppets as messengers; those friendly characters that must live the whole time with a finger back there.”
Cristina Espil, president of LALCEC, added, “For men, turning 50 should be the first sign of prostate cancer. With this video we want to demystify the fears of the examination and tell men that visiting the urologist once a year can save their lives.”
Fran Colombatti of directing team 1985 helmed the “Don’t Fear The Finger” spot via production company Landia.
The piece opens what will be a series of LALCEC outreach efforts leading up to World Day of Prostate Cancer on June 11.
CreditsClient LALCEC (Argentine League for the Fight Against Cancer) Agency Grey Argentina Diego Medvedocky, president & chief creative officer, Grey Latam; Hernan Kritzer, Alejandro Devoto, chief creative officers; Gonzalo “Montana” Fernandez, Juan Ure, executive creative directors; Diego Urbano, head of art; Emilio Yacon, Gustavo Gitmanabitch, creative collaboration; Romina Perrone, Ana Etcheto, heads of strategy; Pablo Molina, head of production; Maximiliano Ibarra, producer. Production Company Landia 1985, Fran Colombatti; Adrian D’amario, Diego Dutil, exec producers; Melina Nicocia, producer; Manu Bullrich, DP; Roco Corbould, art director. Set Design Estudio Los chinos Paula Bianco, puppet production; Leti Chappa, costumes. Postproduction LesAmateurs.tv Camila Garrido, postproduction coordinator. Audio Post Portaestudio Music Papamusic Color Ale Lascano
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More