| Title | PHOTOS FOR LIFE |
| Brand | RAK'N'ROLL |
| Product/Service | CHARITY PHOTO STOCK |
| Category |
B04. Fundaraising & Advocacy |
|
Entrant Company
|
ISOBAR POLAND Warsaw, POLAND
|
|
Advertising Agency
|
ISOBAR POLAND Warsaw, POLAND
|
Credits
| Maciek Nowicki |
Isobar Poland |
Executive Creative Director |
| Rafał Ryś |
Isobar Poland |
Senior Art Director |
| Jan Cieślar |
Isobar Poland |
Senior Copywriter |
| Shootme |
Shootme |
Photographer |
| Shootme |
Shootme |
Post Production |
| Aleksandra Matuszewska |
Isobar Poland |
Account Manager |
| Ewa Wolska-Rzewuska |
Isobar Poland |
Account Manager |
| Bartosz Morawski |
Isobar Poland |
Motion Designer |
| Anna Caban |
Isobar Poland |
Motion Designer |
| Piotr Budek |
Hypermedia |
Programmer |
| Monika Witoń |
Dentsu Aegis Network |
PR Manger |
| Krzysztof Wasowski |
Dentsu Aegis Network |
PR Manager |
| Adam Zawiasiński |
Isobar Poland |
Designer |
The Brief
We wanted to help people who were just diagnosed with cancer, their families and friends on a psychological and financial dimension. Our aim was to create self sustained money collecting mechanism, combined with clear, strong message that cancer is not a death sentence. You can fight with it successfully if you have right attitude, right amount of will. Secondary target group was the whole adult population who have skewed and uninformed view on cancer.
Creative Execution
We hacked the photo stock format which traditionally employs paid actors in various roles, expressing false happiness and joy of life. In our version all the persons you see on Photos for Life photographs are people are cancer sufferers. And joy of life was real. Because one of the more surprising fact about cancer patients is the way they cherish and celebrate every moment of their life. Also the real eye opener, was that they have huge amount of will of life
>500.000 Euro of earned media, where the new view of cancer as the illness which is not the death sentence was conveyed and www.photosfor.life was communicated as the destination for patients, their families, friends and general public to read the individual stories of courage and will, and as the place where anyone can help cancer sufferers with their fight.
>15.000.000 page views
Thousands of photos sold for individuals, as their donation and for companies like Ikea, Sharp, Microsoft PZU (the biggest Polish insurer) and others
This campaign is firmly footed in Digital as it uses purely digital means - website and e-commerce mechanisms. Also most of the advertising of the website happened in digital realm - social media earned sharing and digital campaigns by Photos for Life corporate contributors using unique mechanism, where P4L stock photos used for commercial purposes become at the same time mini ads of photosfor.life initiative.