To bring awareness to lung cancer and the importance of early detection, we created a lung sculpture made out of delicate matches. This campaign is running across TV, print, OOH, Digital and social, and the goal is to persuade past smokers to get scanned and see what their future holds with their lung health.
The visual metaphor of the lung sculpture made out of matches represents the fragility of the lungs, and how quickly lung cancer can sweep through this organ and cause harm and destruction, even with a single spark. There’s a hollow, light, airy feel to the sculpture, which cues the viewer that if the cancer is not caught early enough, it takes on a life of its own.
We married live-action fire and CG to have the best control over the burning sculpture and the camera movements. The spot has a duality between a dark environment, and ending in a light environment to provide hope for the viewer. The scanner is the hero end frame, because this is the machine that can catch cancer early and save lives.
Client: Ad Council / American Lung Association
Agency: Hill Holliday
Art Director: Madison Albano
Copywriter: Nihal Atawane
GCDs: Kevin Daley, Rick McHugh
Producer: Brian Gonsar
Director: Shane Griffin & Psyop