Shield of Hope

Cause-Related Creative Response - Single

2023

K72, Montreal, QC
e: bonjour@k72.ca
w: k72.ca

Creative Director: Chantal Gobeil Art Director: Samantha Hull Copywriter: André Paradis Illustrator: Mélanie Baillairgé Planner: Alexia Rancourt, Fanny Perron Account Manager: Anne-Elizabeth De Longchamp Music and Sound: Lamajeure Motion Graphics Artist: Gimmick Studio Producer: Elyse Bleau Copy Editor: Amy Maloney Client: Cedars Cancer Foundation

The mission of the Cedars Cancer Foundation is to ease the suffering that cancer causes and meet the needs of patients and their loved ones. To create an impact and fight indifference, the design had to be instantly recognizable. Animated illustration was the obvious choice to bring out the symbolism. The drawings had to be vibrant yet fragile and human. The indistinguishable faces are more like archetypes than real people, allowing folks to see themselves, since cancer doesn't discriminate.