The One Show
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Category
Television / Specials or one-time screenings
Annual ID
12008E
About the Work
Our objective was to build an entertainment brand called FIVE, in support of Susan G. Komen.
FIVE was a 2-hour movie that told five separate stories intercut as one complete film. The five acts were inspired by the five phases of breast cancer every survivor knows all too well:
Diagnosis. Acceptance. Treatment. Support. Living.
We pitched the project to Lifetime, and Jennifer Aniston, who immediately signed on to direct and executive produce.
The likes of Demi Moore, Alicia Keys, and Patricia Clarkson signed on, and we additionally joined forces with FORD and Walgreens.
Lifetime and Sony Television partnered to finance the film, with Sony Television also distributing the film worldwide.
Five premiered in October 2011 on Lifetime, and reached 13 million viewers in the US alone. Sony has distributed the film in Australia, UK, India and Brazil.
FIVE was a 2-hour movie that told five separate stories intercut as one complete film. The five acts were inspired by the five phases of breast cancer every survivor knows all too well:
Diagnosis. Acceptance. Treatment. Support. Living.
We pitched the project to Lifetime, and Jennifer Aniston, who immediately signed on to direct and executive produce.
The likes of Demi Moore, Alicia Keys, and Patricia Clarkson signed on, and we additionally joined forces with FORD and Walgreens.
Lifetime and Sony Television partnered to finance the film, with Sony Television also distributing the film worldwide.
Five premiered in October 2011 on Lifetime, and reached 13 million viewers in the US alone. Sony has distributed the film in Australia, UK, India and Brazil.
2012 Awards
Total Points: 25
Gold Pencil
Credits
Agency
JWT New York
Co-Agency
Creative Arists Agency
Production Company
Freestyle Productions
Echo Films
Chestnut Ridge Films
Sony Pictures Television
Lifetime Network
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