AM I COLLECTIVE by Grow Interactive, The Martin Agency Richmond for American Cancer Society

AM I COLLECTIVE

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Industry Public Safety, Health & Hygiene, Against Cancer
Media Design & Branding
Market United States
Agency Grow Interactive
Agency The Martin Agency Richmond
Associate Creative Director D'arcy O'neill
Executive Creative Director Joe Alexander
Copywriter Neel Williams
Released September 2010

Credits & Description

Category: Illustration
Advertiser: AMERICAN CANCER SOCIETY
Product/Service: CANCER AWARENESS
Agency: THE MARTIN AGENCY
Agency: GROW INTERACTIVE
Date of First Appearance: Sep 10 2010
Entrant Company: THE MARTIN AGENCY, Richmond, USA
Entry URL: http://morebirthdays.com/artis...
Chief Communications Officer: John Norman (The Martin Agency)
Executive Creative Director: Joe Alexander (The Martin Agency)
Associate Director: D'Arcy O'Neill (The Martin Agency)
Copywriter: Neel Williams (The Martin Agency)
Media placement: Limited Edition Poster - Morebirthdays.com - 10 September 2011
Describe the brief from the client
No one has done more to create a world with more birthdays than the American Cancer Society. As a result, 11 million cancer survivors are celebrating birthdays this year. Our job was to tell the world about this important work.
Describe the challenges and key objectives
Rather than just tell people a laundry list of facts about the American Cancer Society, we wanted to offer people something that they would actually want... something with education already built in. So we asked artists around the world to create original artwork inspired by a Cancer Society breakthrough. The final designs could be purchased at morebirthdays.com as wrapping paper, a poster or limited edition print. All proceeds went towards helping ACS save lives and create even more birthdays.
Describe how you arrived at the final design
Am I Collective took inspiration from the American Cancer Society's fight against second-hand smoke. Thanks to this work, 70% of America is covered by smoke-free laws in public spaces.
Give some indication of how successful the outcome was in the market
Over half a million people have visited the website to shop and learn, and the artwork has helped raise thousands of dollars for the fight against cancer. At the same time, brand awareness has increased and more people than ever before now associate ACS with helping creating more birthdays.