| Title | PHOTOS FOR LIFE |
| Brand | RAK'N'ROLL |
| Product/Service | CHARITY PHOTO STOCK |
| Category |
B08. Charities, Public Health, Safety & Awareness Messages |
|
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 |
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
At the heart of this concept is donation mechanism based on a e-commerce website. Users can visit a website reassembles classic stock photos site, only this time featuring only cancer patients. Visitors can and buy those photos immediately, as simple donation (individual people) or as photos which can be used as any other stock photographs (for big advertisers). We based this concept on a simple insight that cancer is treated as death sentence despite the fact that more than 60% of diagnosed people survives the illness. We were convinced that the best way to convey this message was to show hundreds of individual stories of cancer sufferers successfully fighting cancer. At the same time, by employing stock photo formula we established self sustained donation mechanism.