Title | RECIPES REWRITTEN |
Brand | SWISS CANCER LEAGUE |
Product/Service | SWISS CANCER LEAGUE |
Category |
B01. Talent: Film, Series & Audio |
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
|
Credits
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 idea of three top chefs adapting their signature recipes to the taste changes of cancer patients has attracted widespread media interest. The cultural influence of top chefs in cooking shows and media and the creators of taste and social bonds helped to place the topic and connect the brand message that the Swiss Cancer League helps cancer patients and their loved ones to 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.