A new campaign, aimed at generating support for the Alivia Foundation, an
organization helping young people suffering from cancer, was developed and
launched by Saatchi&Saatchi/Interactive Solutions, Platige Image, Dobro, Juice, and
Big Picture.
A fully integrated campaign for the Alivia Foundation has been deployed and will run in
TVC, cinemas, YT, printed press, radio, OOH, social media, and numerous other unusual
touch points. The main element of the campaign is a 60-second-long spot espousing video
game trailer aesthetics. Over its course, the audience observes a clash between a well-
armed, valiant woman with a colossal beast−a metaphor for cancer. When the ammo runs
out, as it is wont to do in video games, external support and resources−additional
funds−arrive on the battlefield, allowing the woman to continue the fight.
The Saatchi & Saatchi / Interactive Solutions creative team headed by Marta Frączek and
Aleksandra Zalewska argues that "Alivia is unique in that it never depicts patients with
cancer as victims. This campaign is supposed to convince the viewers that the unfair fight
between the disease and the patients can be won by the latter, provided they are well
furnished with ammunition−that is money for cutting-edge pharmaceuticals and innovative
therapies." The two went on to add that "We wanted to portray the struggle in the most
metaphorical way possible, that's why the environment in which the battle takes place so
strongly resembles the interior of the human body, with cancer an unwelcome blight upon
the land, and the fight against it an individual battle for each and every patient."
"Paying homage to the incredible strength and determination of people struggling with
cancer every single day of their lives was absolutely paramount to us. The spot is a modern
version of 'G.I. Jane' with a sci-fi streak, locking the heroine in a relentless clash with her
enemy. Instead of painting the protagonist as a victim, I wanted her to be a woman made of
steel, with entirely superhuman reserves of strength. She and the people struggling against
cancer share a common denominator: their determination, perseverance, readiness to fight
and snatch victory from the mouth of defeat. And particularly the latter requires significant
funds as money is what buys you ammunition in this fight," reveals Karol Kołodziński, a
director working exclusively with Platige Image.
The strategic and creative concepts for the campaign were developed by
Saatchi&Saatchi/Interactive Solutions. The film was produced by Dobro, a creative
production studio and subsidiary of Platige Image, and postproduction was handled by
Platige Image. Karol Kołodziński served as director and Juice, a member of the Platige
Image capital group, was responsible for sound design. PR strategy and operations were
drawn up and implemented by Big Picture.
Credits:
Director: Karol Kołodziński
DOP: Łukasz Żal
Actress: Anna Górska
Client: Alivia - Oncology Foundation for Young People
Agency: Saatchi & Saatchi
Production House: DOBRO
Executive Producer: Piotr Sikora
Producer: Mateusz Kirstein, Karina Lempkowska
Postproduction: Platige Image
Lead CG: Mateusz Tokarz
Postproducer: Karolina Mann, Justyna Supernak
Sound FX: Juice