The Leukemia & Lymphoma Society has released a haunting yet inspiring campaign to illustrate its commitment to ending blood cancers.
Created by New York-based agency Oberland, the campaign shows how cancer survivors harness the strength they used to fight the disease to achieve personal milestones and goals. For instance, one vignette shows a man at the gym thinking back to the long nights he spent at the hospital battling cancer. He uses the memory as inspiration during his workout, where he manages to lift a kettlebell above his head with one arm while his friends cheer him on.
The 'Tougher Than Cancer' spots were directed by Believe Media's Zack Snyder. The spots - which are airing in 15-second, 30-second and one-minute versions - end with the tagline: 'Beating Cancer Is In Our Blood.'