Cris against Cancer Film, Digital 2.400 Bars / 2.400 Seats to fight cancer by Grey Barcelona

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2.400 Bars / 2.400 Seats to fight cancer

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Industry Against Cancer
Media Film, Digital, Interactive & Mobile
Market Spain
Agency Grey Barcelona
Executive Creative Director Enric Nel-Lo
Creative Director Javier García Montserrat
Art Director María Salomón, Jesús Martínez Aniceto, Nacho Capelo, Javier García Maestro
Copywriter Andrés Montes - Miguel Rojas - Alvaro Navarro, Nuño García
Account Supervisor Valerie Bennoun
Released May 2013

Credits & Description

Advertiser: CRIS CONTRA EL CÁNCER
Agency: GREY ESPAÑA
Category: Charities
Advertising campaign: THE LAST MOVEMENT
Creative Director: María Salomón (Grey España)
Copywriter: Nuño García (Grey España)
Art Director: Javier Maestro (Grey España)
Art Director: Jesús Martínez Aniceto (Grey España)
Account Supervisor: Valerie Bennoun (Grey España)
Art Director: María Salomón (Grey España)
Copywriter: Álvaro Montes (Grey España)
Chief Creative Officer: Antonio Montero (Grey España)
Account Manager: Anuska Romero (Grey España)
Executive Creative Director: Enric Nel·lo (Grey España)
Creative Director: Javier García Montserrat (Grey España)
Art Director: Nacho Capelo (Grey España)

Outcome
The public felt very identified with the cause from the very beginning, inviting friends and acquaintances to collaborate. As time drew near, tension increased regarding the tickets pending sale and efforts were multiplied to achieve the greatest number of people. The day of the concert, the public arriving at the National Auditorium still did not know what they were going to hear, if all tickets were sold or if there was going to be moments of silence.

Execution
With the goal of collecting funds to finance three new investigation projects, CRIS against cancer decided to organize a classic music concert in the National Auditorium. It was important for us to gather as much people as possible and meanwhile, launch a simple message to society. We realized, by chance, that the number of bars of Beethoven´s 9th Symphony happened to be the same as the number of seats of the National Auditorium; that is why we decided musicians could play the scores depending on the public´s reply.

Implementation
To disseminate the idea, we recorded a video explaining musicians that considering it was a charitable concert and the number of seats happened to be the same as the beats (2,400), they would only play those that were sold. Since there was no investment on media incurred, we approached the public only through social networks, but the idea quickly turned into news (news, press, radio…) and this way, we reached the public.

Client Brief Or Objective
CRIS against Cancer is the first and only independent non-profit organization focused on investigation against cancer in Spain. With only a few years of life, the scientific community is giving a warm welcome to this organization, meanwhile it is also getting to be known among a great public. If low investment per capita in investigation in Spain is keeping in mind beside the current crisis situation the country goes through, cooperation of everyone it is more necessary than ever to motivate the investigation against this disease.