MERCK CANADA & CLOUDRAKER
CHANGE THE ODDS
Developed for Lung Cancer Awareness Month in November, “Change the Odds” is a joint effort between Manic Pixie and Cloudraker. It’s the latest installment in the “Be the MVP” platform developed by Cloudraker, which uses hockey as a metaphor to urge people to become an MVP by looking out for themselves and loved ones in the fight against lung cancer.
FROM STRATEGY TO SCREEN
Manic Pixie oversaw creative ideation, development, and production for this yearS’ campaign stressing the importance of early detection. Since people often fail to recognize the early signs of lung cancer—such as a persistent cough, chest pain, and shortness of breath—about half of all lung cancer cases are not diagnosed until stage 4.
Hayley Wickenheiser, a four-time Olympian widely considered the best female hockey player of all time, is currently assistant general manager, player development with the Toronto Maple Leafs. Based on the insight the best defence is a good offence, in both hockey and health, the spot juxtaposes her medical knowledge and hockey knowledge to show Canadians the importance of getting the “lead” on cancer.
THE SPOT
We had a unique opportunity with Hayley to tell the story from multiple angles—hayley’s accomplished career as a hockey player and coach, and more recently her role as a physician. Given that the ‘Be the MVP’ platform has always been closely linked to hockey, it was a relevant way to connect the two worlds.
OOH
Out of home advertising was leveraged in both Toronto and Montreal, leading with statistics about lung cancer and driving to the “Be the MVP” microsite to learn more about early detection and prevention.
IN THE NEWS
