MERCK & CLOUDRAKER
CHANGE THE ODDS
Developed for Lung Cancer Awareness Month in November, “Change the Odds” is a collaborative initiative between Manic Pixie and Cloudraker. This campaign marks the most recent addition to the “Be the MVP” program crafted by Cloudraker. The overarching theme leverages hockey as a symbolic narrative to inspire individuals to adopt the role of an MVP, emphasizing the importance of vigilance for oneself and loved ones in the battle against lung cancer.
From strategy to screen.
LUNG CANCER OFTEN ELUDES DETECTION DUE TO THE SUBTLE EARLY SYMPTOMS LIKE A PERSISTENT COUGH, CHEST PAIN, AND SHORTNESS OF BREATH, LEADING TO A STARTLING DISCOVERY THAT NEARLY HALF OF ALL CASES ARE ONLY DIAGNOSED AT AN ADVANCED STAGE.
NOTEWORTHY FOR HER REMARKABLE ACHIEVEMENTS AS A FOUR-TIME OLYMPIAN AND OFTEN HAILED AS THE GREATEST FEMALE HOCKEY PLAYER IN HISTORY, HAYLEY WICKENHEISER CURRENTLY HOLDS THE POSITION OF ASSISTANT GENERAL MANAGER FOR PLAYER DEVELOPMENT AT THE TORONTO MAPLE LEAFS. DRAWING PARALLELS BETWEEN THE REALMS OF HOCKEY AND HEALTH WITH THE BELIEF THAT THE BEST DEFENSE LIES IN A STRONG OFFENSE, THE CAMPAIGN CLEVERLY WEAVES TOGETHER HAYLEY'S EXPERTISE IN BOTH FIELDS TO EMPHASIZE TO CANADIANS THE CRITICAL IMPORTANCE OF TAKING PROACTIVE STEPS IN TACKLING CANCER EARLY ON.
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The Spot
WE HAD A UNIQUE OPPORTUNITY WITH HAYLEY TO TELL THE STORY FROM VARIOUS ANGLES: DELVING INTO HER ACCOMPLISHED CAREER AS A HOCKEY PLAYER AND COACH, ALONGSIDE HER MORE RECENT ROLE AS A PHYSICIAN. THE 'BE THE MVP' PLATFORM, INTIMATELY TIED TO HOCKEY, PROVIDED A SEAMLESS BRIDGE TO INTERTWINE THESE TWO DISTINCT WORLDS, OFFERING A RICH NARRATIVE FOR OUR AUDIENCE TO IMMERSE THEMSELVES IN.
In the news.
Credits:
PRODUCT: GARDASIL 9
AGENCY: ALTAVIA.CLOUDRAKER
BUSINESS DIRECTOR, HEALTHCARE & PHARMA: OLIVIA-GAIL SQUIRES
Senior Account Executive - Lee Michael Turbide
Account Coordinator - Eunice Kabasele
Strategist, Health - Tarindi Welikala
AGENCY: MANIC PIXIE
CREATIVE DIRECTOR : MARK ROZELUK
ASSOCIATE CREATIVE DIRECTOR: SASHA DOWNER
ASSOCIATE CREATIVE DIRECTOR: YAN LI
PRODUCTION COMPANY: BIG PIG PRODUCTION CO.
PRODUCER: MARK DELOTTINVILLE
DIRECTOR: MARK ROZELUK
DIRECTOR OF PHOTOGRAPHY: SANTIAGO TRUGEDA
POST PRODUCTION: MANIC PIXIE
COLOUR: KOOK COLOUR