Cancer Research UK (CRUK) has launched a campaign to incentivize people to leave a gift in their will and help cure cancer for future generations.
The charities 'Gifts in Wills' initiative funds over a third of the charity's pioneering work into the prevention, diagnosis and treatment of cancer - totalling £182m last year alone.
Created by Atomic London - its first legacy campaign since 2016 - the ad invites the nation to make a pledge to beat cancer.
Featuring real CRUK legacy supporters, researchers and survivors, the film shows what can be achieved when scientists and supporters come together as a collective force.
To encourage viewers to personally connect, each figure talks directly to the camera, as they state their pledge on beating cancer.
Client: Cancer Research UK
Creative Partners: Guy Bradbury & Dave Henderson
Creative Team: Guy Bradbury, Dave Henderson, Max Sizeland, James Halladay
Head of Design: Pete Mould
Head of Planning: Steve Hopkins
Business Director: Mel McMillan
Account Manager: Catherine Martyn
Project Manger: Charlie Berry
TV Producer: Tim Page
Director: Will Williamson
TV production: Armoury London