AJF filmed an experiential activation in Sydney's Martin Place for this ad for the Jodi Lee Foundation.
A national campaign for the Jodie Lee Foundation has been launched with a television commercial shot in Sydney’s Martin Place. The campaign shows 5,000 bowel cancer screening kits arranged to spell out the words ‘bowel cancer’. Commuters and shoppers were encouraged to take the kits and as they did so the words disappeared.
Australia has one of the highest bowel cancer rates in the world and the organisation wants to impress how screening is an important early detection tool. Up to 90% of bowel cancer cases can be treated successfully if detected early, it claims.
“Many people don’t experience any symptoms of bowel cancer until it has become more advanced or has spread, which is why screening is so important,” said the Jodi Lee Foundation CEO Nick Lee.
The AJF Partnership developed the concept.
Credits
Client Name: Jodi Lee Foundation
Client Executives: Nick Lee (CEO), Tiffany Young (Business Director) Abby Bowden (PR Manager)
Executive Creative Director: Andrew Foote
Creative Director/Copywriter: Michael Skarbek
Creative Director/Art Director: George Freckleton
Head of TV: Roz Ruwhiu
Senior Account Director: Kate Silver
Senior Account Manager: Anne-Marie Healy
Strategy Director: Lucy Cochran
Strategic Planner: Brigitte Bayard
Production Company: Will O'Rourke
Director: The Glue Society (Pete Baker)
Executive Producer: Michael Ritchie
Head of Projects: Josh Mullens
Project Manager: Melanie Reardon
DOP: Rob Marsh
Art Director: Gus Smith
Editor: Laurence van Camp, The Editors
Composer: Paul Ruske, Final Sound
