Aecc (Spanish Association Against Cancer) Promo AECC LOTTERIES by McCann Madrid


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Industry Against Cancer
Media Promo & PR
Market Spain
Agency McCann Madrid
Director Jose Luis Ferragut, Sega
Art Director Quito Leal, Borja Diego
Copywriter Ricard Figueras, Rafael Martinez, Mercedes Lucena, Monica Moro
Producer Iván Fernández
Released April 2013

Credits & Description

Category: Viral Film
Producer: Iván Fernández
Chief Creative Officer: Mónica Moro (McCann Madrid)
Copywriter: Mercedes Lucena (McCann Madrid)
Copywriter : Rafael Martínez
Executive Creative Directors: Raquel Martínez (McCann Madrid)
Art Director : Borja Diego
Director: Ferragut
Account Director: Geles Porcel (McCann Madrid)
Director: Sega
Executive Creative Directors: Jon Lavin (McCann Madrid)
Copywriter : Mónica Moro
Art Director: Quito Leal (McCann Madrid)

With not a clue between them as to advertising efficacy, these 5 people succeeded in selling 100% of the tickets in favour of the Spanish Cancer Association. With no knowledge of the world of public relations, they made the news in all the media. And with no idea of what a communication objective might be, they made us realise how important it is to collaborate, because they are living proof that a token gesture like buying a lottery ticket saves lives.

To project the association values, to make the public aware on their work and to encourage the participation in the drawing, weren’t easy tasks creatively speaking. The creative execution went for a touching story, in which the protagonists were former patients explaining, from their own point of view, what it means for them this draw in favor of the association, what it has been for each one of them for their recovery. The piece is a journey throughout the training of these 5 former cancer patients to announce the winner ticket in the draw in favor of the Spanish Association Against Cancer.

Client Brief Or Objective
CONTEXT & BRIEF:Since 1771, Spain has cherished one of its most charming traditions: the orphaned children of San Ildefonso School in Madrid star in one of the longest-running ritual events in the country: chanting the prizes in the National Lottery.Every year an Extraordinary Draw is held, whose profits go to the Spanish Association for Cancer Research, which devotes them to prevention and research, i.e. to saving lives.

In the draw held on March 2nd, 2013, for the first time in three hundred years, a really exceptional change occurred: instead of the children from San Ildefonso School, the people chanting the prizes in the National Lottery were 5 survivors of cancer . They had to train for several hours first with the same coaches as the children. We also supported this action with a TV spot, social networks and an online documentary.