Title	RECIPES REWRITTEN
Brand	SWISS CANCER LEAGUE
Product/Service	SWISS CANCER LEAGUE
Category	A02. Fiction & Non-Fiction Films: 5-30 minutes
Entrant	FARNER PR Zurich, SWITZERLAND
Idea Creation	FARNER PR Zurich, SWITZERLAND
Media Placement	FARNER PR Zurich, SWITZERLAND
PR	FARNER PR Zurich, SWITZERLAND
Production	atem collective Winterthur, SWITZERLAND
Post Production	atem collective Winterthur, SWITZERLAND

Name	Company	Position
Martin Böni	Farner Consulting AG	Consultant
Lukas Fröhlich	atem collective	Director & DOP
Mirjam Fröhlich	atem collective	Director & DOP
Jonathan C. Meier	Jonathan C. Meier	Composer & Sound Design
Philipp Skrabal	Farner Consulting AG	Chief Creative Officer
Luca Steiner	Freelance	DOP
Raphael Werner	Freelance	Lighting
Janine Zundel	Farner Consulting AG	Creative Direction

Why is this work relevant for Entertainment?

Taste changes in cancer patients is a medical-technical topic treated purely by oncologists and nutrition experts. With RECIPES rewritten, the problem was made emotionally accessible for the first time. The entertainment-driven idea of three top chefs adapting their signature recipes to the taste changes of cancer patients has attracted widespread media interest and helped cancer patients and their loved ones to better understand and deal with the situation.

Background

Eating is more than nutrition and culinary enjoyment. Eating together integrates us into a community and thus fulfills a central need of humans. This is lost on those affected by cancer. Because two out of three cancer patients suffer from changes in taste because of the cancer or therapy. Eating is difficult for them, and they lose important social support. Since the topic is little known and is also only treated in a medical-technical way, the Swiss Cancer League wants to make this topic emotionally accessible.

Describe the creative idea

In the culinary experiment “RECIPES rewritten”, three internationally recognized top chefs adapted their best-known signature recipes to meet the taste changes of cancer patients. An emotional short film shows this challenging process and is presented to the media and online. The rewritten recipes along with nutritional and cooking tips are publicly published and can be re-cooked by cancer patients and their relatives.

Describe the strategy

The medical-technical topic was emotionally charged by involving top chefs, in the concept in a way that attracted public attention. By acting as taste experts to solve a real problem for cancer patients, this moved a wide audience, and the issue of taste change became comprehensible. With the media popularity of celebrity chefs, maximum impact was generated with the media.

Describe the execution

The culinary experiment of the top chefs is the core of execution and documented on film. In a tasting with people affected by cancer, the chefs adapted their signature recipes to reflect the changes in taste. The rewritten recipes were then made available online for downloading along with tips on nutrition and cooking. The documentary film was sent to the media with a media release. This short film was also shown to key stakeholders at the Zurich Film Festival.

Describe the outcome

The film was chosen to be shown as an opening film at the Zurich Film Festival in front of an internationally selected film series on cancer. More than 25 Swiss media reported on the campaign, thus reaching 8.8 million people (Switzerland has 8.5 million inhabitants) with a media equivalent value of 2.3 million. Public broadcasters devoted 11 prime-time broadcast minutes to the topic. A media impact that the donation-funded Swiss Cancer League otherwise can’t afford.