THE CANCER COVER
|Category||A05. Media / Entertainment|
|Title||THE CANCER COVER|
|Entrant||TRY REKLAME Oslo, NORWAY|
|Idea Creation||TRY REKLAME Oslo, NORWAY|
|Media Placement||TRY OPT Oslo, NORWAY|
|PR||TRY RÅD Oslo, NORWAY|
|Production||TRY REKLAME Oslo, NORWAY|
|Caroline Riis||TRY Oslo||Copywriter|
|Eirik Sørensen||TRY Oslo||Art Director|
|Rebecka Taule||TRY APT||Motion Designer|
|Syver Lauritzen||TRY APT||3D Artist|
|Frode Ekeberg||TRY APT||3D Artist|
|Andreas Roel Vevle||TRY APT||Producer|
|Kristina Skogen Tangeraas||TRY Oslo||Consultant|
|Marianne Eskeland||TRY Oslo||Producer|
|Terje Johnsen||TRY Oslo||Graphic Designer|
|Kathrine Røst Nilsen||Aller||Strategic Advisor|
|Kim Jensen||TRY APT||Sound Designer|
|Robin Krüger||TRY RÅD||Advisor|
|Aliaa Neolle Hamza||TRY RÅD||PR Advisor|
|Linda Søraa||KK||Art Director|
|Ingeborg Helldal||KK||Editor in Chief|
|Stine Therese Strand||KK||Editor|
Why is this work relevant for Media?We used the choice of media channel as the creative strategy behind the campaign. By using a magazine as our message, we were able to reach our audience when they needed to see the message the most - out in the sun.
BackgroundSomewhat surprisingly, Norway is world leading when it comes to melanoma (type of skin cancer) - and almost 90% of the cases are connected to UV radiation. Due to the amount of cold and dark winter months, Norwegians tend to rush out into the sun as soon as it appears – and we stay in the sun until it disappears again. Because the sun is “weaker” than in warmer countries, we don’t think to take the proper sun protection precautions. To remind Norwegian women about the importance of protecting themselves in the sun, KK (Norway’s biggest women’s magazine) teamed up with Norwegian Cancer Society to create a special summer edition.
Describe the creative idea / insights (30% of vote)To remind Norwegian women about the importance of protecting their skin, we needed to reach them when they needed the reminder the most - in the sun. So we decided to use something most women take with them to the park and the beach. Norway's biggest women's magazine teamed up with Norwegian Cancer Society, and together they created a special summer edition: The Cancer Cover – a magazine where the cover model develops skin cancer when it lies unprotected in the sun.
Describe the strategy (20% of vote)We found that the most effective way to reach people in the sun, was to utilize something they already brought with them into the sun. With KK being the biggest women’s magazine in Norway, we knew we had a creative platform that would reach our audience. We found a special UV-sensitive ink, and worked with the magazine to develop a cover where the cover model seemingly develops skin cancer when left unprotected in the sun. Finding a cover model with typical Scandinavian skin, we worked with the model, photographer and edition editor to make the layout and mole as realistic as possible. The result was an ad that didn’t just tell people about the risks of skin cancer, but worked as literal proof of the dangers of UV-radiation when lying unprotected in the sun.
Describe the execution (20% of vote)Norway’s biggest selling women’s magazine replaced their July edition with a special sun edition. By printing the cover with a special UV-sensitive ink, the cover model develops skin cancer when left unprotected in the sun. As soon as the sun hits the mole on the model's arm, it starts to change shape - turning into malignant melanoma. We masked the message as an article headline, reading «Why it’s important to protect yourself in the sun”- and an arrow appeared as an direct link between the message and the mole. Inside the magazine, the readers were immediately exposed to an ad giving more information about melanoma and how to prevent it. We also directed them to a sun protection website. Throughout the magazine, sun protection and melanoma were the recurring theme in everything from editorials, interviews and helpful fashion features. A promotional film was also published on KK's social channels.
List the results (30% of vote)The Cancer Cover reached headlines on everything from Norway’s number one news channel to the most influencial fashion sites. By comparing the numbers from last year, the visits to the Cancer Society sun protection website saw a 231% increase. With very limited media budget, we reached over 1.000.000 Norwegians. The cover became the most talked about edition in KK’s history. And most importantly, the number of mole checks across the country went up 49% from the same month last year.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.