MERCK CANADA
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WE DON’T OFTEN THINK ABOUT BREATHING, UNTIL WE DO.
Deep breath.
We got to make another important public service spot with our friends at Cloudraker for MERCK’s latest lung cancer awareness campaign. Rooted in the insight that we don’t often think about breathing (until we do) “Deep Breath” is positioned to not take something as simple as breathing for granted, and a reminder to screen and test for lung cancer when symptoms present.
The campaign, developed Cloudraker (strategy) and Manic Pixie (creative) is running nationally as an always-on awareness platform, encouraging those at risk to take the lung-check assessment.
We produced a :90s long-format piece, as well as :30s and :15s for paid media in both English and French.
:90
Your lungs tell a story.
Lung cancer is the most commonly diagnosed cancer in Canada, and accounts for almost a quarter of all cancer deaths. It is estimated that over 32,000 Canadians faced this life-altering diagnosis in 2024. With 1 in 14 Canadians at risk of developing lung and bronchus cancer in their lifetime, the urgency to take action for lung health has never been greater.
Credits
CLIENT: MERCK CANADA
AGENCY (Strategy): CloudRaker
Head of Strategy & Business Design - Nathaniel Sibi
Business Director, Healthcare & Pharma - Olivia-Gail Squires
Account Director - Eunice K.
Strategist, Health - Tarindi Welikala
Account Coordinator - Alyssa Tarricone
AGENCY (Creative): Manic Pixie
Creative Director: Mark Rozeluk
CREW
Big Pig Production Co.
Producer: Mark Delottinville
Director: Mark Rozeluk
Assistant Director: Logan Sutherland
Director of Photography: Santiago Trugeda
AC: Joshua Smith
2nd AC: Matthew Yamamoto
Ronin Operator: Jan Schädle Ubeda
Gaffer: Keaton Evans
Best Person Electric: Chris Perkins
Electric: Mattew Laing
Electric: Ellen Shaw
Electric: Eris Tomicki
Key Grip: Robert Wharry
Best Person Grip: Meghan Guevarra Veillette
Grip: Sebastian Guizar
Grip: Alex Dziewialtowski Gintowt
Grip: Mac West
Swing: Nicholas Telesca
Genny Op: Kevin Gallant
Production Designer: Logan Graham Greene
Set Dec: Sid D’Souza
Set Dec: Sean O’Mahony
Set Dec: Natalie Calabretta
Casting: Hallihan Casting
Casting: Ashley Hallihan, CDC & Ian Bender
Make Up: Renee Tobin
Wardrobe: Fredsonn Silva Aguda
Wardrobe Assist: Taylor Markwell
PA: Alexander Efimov
PA: Barnett Young
Craft Services: Jim Ritchi
Catering: Side Dish Catering
Sound: Scotty Taylor
POST-PRODUCTION
Manic Pixie
Editor: Mark Rozeluk
Colour: Studio Feather
Executive Producer: Jaclyn Morga
Manager: Evan Spicer
Colour Assistant: Dina Chu
TALENT
Mandy Johnson
Stephen Littlechild
Scott William Carmichael
Daniela Gonzalez
Colleen Tilbenny
Ed Ho
Zeus Fleming
Nina Richmond
Maria Nahri
Raj Vaid
Mary Phan