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Saved By The Scan

Client: AdCouncil / American Lung Association Role: Associate Creative Director - Copy Agency: Hill Holliday Challenge: Lung cancer is the #1 cancer killer in the United States. Often it’s detected in later stages when the chance of survival is incredibly low. Approximately nine million people are at risk of lung cancer in the United States. And because early stage lung cancer is asymptomatic, most of them don’t even know it. For the first time we have a way to stop it. The low-dose CT scan, a quick routine screening that can detect lung cancer in its early stages, and increasing your chance of survival. Solution: No matter how much you smoked, early detection of lung cancer could save you. You stopped smoking. Now start screening. This message rings true to all smokers. It lifts the guilt off of their shoulders. They know they’ve done damage to their lungs. But it doesn’t mean that they deserve to die from this disease. And getting screened is their greatest hope for survival. To help them get started we are driving them to a quiz that will determine if they truly are at risk of lung cancer. We asked ourselves, what does 30 years of smoking a pack-a-day look like, the answer being a mountain of cigarettes. With the help of our director Rodrigo Prieto, an Academy-Award nominated cinematographer known for his work on Wolf of Wall Street, Babel, Argo and Brokeback Mountain, we brought our idea to life in the form of a film that dramatizes the journey of former smokers, and gives them a sense of relief in the end.

Project Roles
Copywriter, Creative Director
Company
Hill Holliday
Skills
Conceptual, Copywriting, Creative Direction
Media
Advertising, Commercials - Broadcast
Project Industries
Health/Pharma