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WATCH ON DEMAND FROM 25 Jan 2021
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MacmillanCancer Support: Whatever It Takes by AMV BBDO

Agency: AMV BBDO
Date: Jan 2021
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The latest campaign for Macmillan Cancer Support portrays Macmillan staff as compassionate warriors who do whatever it takes to support those who face the daily challenges and triumphs of living with cancer. Their grit, skill, ingenuity, humour and tenderness shine through in the work.

The campaign will run on TV, digital, social and radio and is spearheaded by a film entitled “Tender yet Tough’ that breaks in Saturday night’s episode of The Voice.

The new direction shines a fresh light on Macmillan’s role as a crucial player in the battle to secure and deliver the best care and support for people living with cancer.

The launch film was directed by Jonathan Alric, best known for his ‘The Blaze’ music videos and was produced during the second lockdown. Music is Spring 1 by acclaimed artist Max Richter.

Credits

Macmillan

Lynda Thomas, chief executive officer

Claire Rowney, executive director of fundraising, marketing and communications

Emma Guise, director of brand and communications

Jo Juber, head of brand and advertising

Samantha Mills, senior marketing manager

AMVBBDO

CHIEF CREATIVE OFFICER

Alex Grieve

EXEC CREATIVE DIRECTOR (at the time when the campaign launched)

Nadja Lossott & Nicholas Hulley

CREATIVE DIRECTOR (the team who CD'd the campaign)

Andy Clough & Rich McGrann

CREATIVE TEAM:

Benjamin Polkinghorne & Scott Kelly

PRODUCTION CREDITS: TV PRODUCER

Verity Elvin

PRODUCTION CREDITS: ASSISTANT TV PRODUCER

n/a

PRODUCTION CREDITS: DIGITAL PRODUCER

n/a

FLARE STUDIO/XLAB: PRODUCER/EDITING/SOUND ETC

n/a

ART PRODUCTION

n/a

DESIGN: TYPOGRAPHER/DESIGNER

Daniel Mead

Strategy:

Tom White, Nicola Willison

ACCOUNT MANAGEMENT: BAD/AD ETC (note not all award shows accept these credits)

Alex Bird, Rachel Dymond, Angela Kwashie

OTHER CREDITS (Production Company/Digital Company/Web design/Mobile Production

Iconoclast

DIRECTOR

Jonathan Alric

PRODUCTION COMPANY PRODUCER

Jane Lloyd

PRODUCTION COMPANY EXECUTIVE PRODUCER

Guy Rolfe

PRODUCTION COMPANY PRODUCER EMAIL ADDRESS

GUY@ICONOCLAST.TV

PRODUCTION COMPANY PRODUCER MOBILE NO

+44 7859 034 393

DOP/LIGHTING CAMERAMAN

Paul Ozgur

EDITING COMPANY & COMPANY ADDRESS

Stitch Editing - 14 Newburgh St, Soho, London W1F 7RT

EDITOR

Nicolas Larrouquere

SOUND STUDIO & COMPANY ADDRESS

750mph - 20 Golden Square, Soho, London W1F 9JL

SOUND ENGINEER

Sam Ashwell