HELP
HOPE
BLOOM:
CANADIAN CANCER SOCIETY
THE BRIEF:
Canadians are familiar with the Canadian Cancer Society, but from its monolithic outside it can be harder to understand exactly what a donor's money is going towards. This pushes people to move their money to other, smaller NGOs and non-for-profits.
THE STRATEGY:
We'll use the established symbol of the CCS's fundraisers—the daffodil—to directly show people the impact that their money goes towards, and establish that their donations are the crux of growing that impact, and from there hope.
THE IDEA:
We created a blooming daffodil to appear over different allegories of the CCS's areas of impact, to place in static and video executions.
Throughout the hero video spot and key visuals, the daffodil motif appears large and central.
In footage of our spokespeople, we ensured the presence of the daffodil, albeit in a more subtle capacity.