The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2021 One Show - Health, Wellness & Pharma

Whatever It Takes

Agency AMV BBDO / London

Client Macmillan Cancer Support
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Annual ID

OS_HW21_029M

About the Work

When Covid-19 hit in March 2020, the funding Macmillan received was dealt a catastrophic blow. 98% of their income comes from public donations.

In addition, it soon became apparent cancer was becoming the “Forgotten C” and Macmillan’s services were more vital than ever. Because of this disruption, as many as 50,000 people in the UK are missing a cancer diagnosis.

But there was hope. Our research showed that people’s understanding of Macmillan was one-dimensional. They knew about their caring, gentle, compassionate side but were less familiar with their gritty, determined, never-back-down side. Critically, we learnt those who see the complete picture are more likely to donate and donate more.

This led us to position Macmillan as “compassionate warriors''. After all, they play a crucial role in the fight to secure and deliver care to people. Our big idea is rooted in the human truth that Macmillan do ‘Whatever it takes’. We completely embraced this and rolled it out across the entire brand.

This entry deals with the film, which is an ideal medium for the type of emotional storytelling we wanted to portray. With raw truth, we see Macmillan nurses literally doing ‘Whatever it takes’. We see their tough, tenacious side and their more well-known caring qualities. Having seen their unflinching grit, skill, ingenuity, humour and tenderness, we’re left with a better understanding of the important work they do.

We’re also exposed to the daily challenges and triumphs of people living with cancer.

The visceral film ends with a call for donations. It was directed by Jonathan Alric, best known for his ‘The Blaze’ music videos and was produced during the second UK lockdown. Music is Spring 1 by acclaimed artist Max Richter.