Turning the table on 2024 Advertising Award juror Marie Cermakova

Marie Cermakova, 2024 Applied Arts Advertising judge and Associate Creative Director at One23West, shared the agency's recent campaign for Breast Cancer Canada The Waiting Chair: A Powerful Reminder That Breast Cancer Won’t Wait—Neither Should You. The focus of the campaign is to raise awareness about the importance of early detection of breast cancer. The campaign encourages women aged 40 and older to take advantage of Ontario's new self-referral mammogram policy, emphasizing that breast cancer won't wait, and neither should you.

As of February, 2021, The World Health Organization declared breast cancer the most diagnosed cancer worldwide. In Canada, 1 in 8 women will be diagnosed in their lifetime. This year alone, that’s ~28,000 Canadians who will be diagnosed with the disease.

The Waiting Chair are a powerful symbol of the many layers of waiting that breast cancer patients endure. It is important that we continue to empower women to take charge of their breast health by prioritizing routine screenings.

Kimberly Carson, CEO of Breast Cancer Canada

At the heart of The Waiting Chair is a visceral depiction of breast cancer’s silent but aggressive nature. The campaign unfolds in two phases:

1. Digital Activation – A striking digital animation shows a doctor’s waiting room chair slowly transforming as a tumour metastasizes, visually representing the disease’s relentless progression.

2. Physical Stunt – To bring the message into the real world, a series of sculpted chairs simulating tumour growth will be displayed at Toronto Eaton Centre. The installation serves as a tangible reminder that, just like the disease itself, ignoring screening can have devastating consequences.

This project transforms breast cancer from an unseen threat into a tangible, evolving experience. The strategy draws inspiration from the hidden nature of breast cancer’s progression—The Waiting Chair visibly changes over time, developing lumps and irregularities to illustrate how breast cancer advances when left undetected. This artistic representation challenges us to feel the urgency of timely action, making the issue of delayed detection not just a concept to understand, but an emotional experience to confront.

Marie Cermakova, Associate Creative Director at ONE23WEST

ONE23WEST

ONE23WEST is an independent, award-winning creative agency known for its bold, strategic approach to branding and advertising. With a team of world-class thinkers, designers, and storytellers, the agency partners with brands to create work that is as effective as it is memorable. From brand strategy to integrated campaigns, ONE23WEST blends creativity with business acumen to drive real results. Their client roster spans industries and geographies, working with startups and global giants alike to build brands that stand out and make an impact.

IG: @123w.ca | W: one23west.ca

Creative Credits:

Founder, CCO: Rob Sweetman
Founder, CCO: Bryan Collins
ACD, Art Director: Marie Cermakova
CD, Writer: Kate Roland
VP, Managing Director: Caroline Howson
Producers: Neal Owusu, Ryan Scott
3D Designer: Setu Choudhary, boringbotlab
Sound: Eric Mosher, Flip78

Advertising at its best. Conveying important messaging with shock and awe while still being compelling.