WHATEVER IT TAKES

Gold Eurobest Award
TitleWHATEVER IT TAKES
BrandMACMILLAN CANCER SUPPORT
Product/ServiceMACMILLAN CANCER SUPPORT
Category B06. Not-for-profit / Charity / Government
Entrant AMV BBDO London, UNITED KINGDOM
Idea Creation AMV BBDO London, UNITED KINGDOM
Media Placement ZENITH London, UNITED KINGDOM
Production ICONOCLAST London, UNITED KINGDOM
Post Production STITCH London, UNITED KINGDOM
Post Production 2 MPC LONDON, UNITED KINGDOM
Credits
Name Company Position
Alex Grieve AMVBBDO Chief Creative Officer

Write a short summary of what happens in the film

With raw truth, we see Macmillan Cancer Support nurses doing ‘Whatever it takes’. We see their tough, tenacious side and their more well-known caring qualities. Having seen their unflinching grit, skill, ingenuity, humour and tenderness, we’re left with a better understanding of what they do. We’re also exposed to the daily challenges and triumphs of people living with cancer. The visceral film winds its way through various heart rendering moments, from a nurse helping a lonely patient saying a last farewell via zoom, a scared daughter reconnected with her nervous father, the unflinching calm of medical expertise in a tracheostomy emergency, to the joy of a patient in remission - marking the moment with a tattoo. The powerful film ends with a call for donations.

Cultural / Context information for the jury

When Covid-19 hit in March 2020, the funding Macmillan received was dealt a catastrophic blow. 98% of their income comes from public donations. In addition, it soon became apparent cancer was becoming the “Forgotten C” and Macmillan’s services were more vital than ever. Because of this disruption, as many as 50,000 people in the UK are missing a cancer diagnosis. Macmillans services are needed now, more than ever. Our film shows, with raw truth, Macmillan Cancer Support nurses doing ‘Whatever it takes’. We see their tough, tenacious side and their more well-known caring qualities. Having seen their unflinching grit, skill, ingenuity, humour and tenderness, we’re left with a better understanding of what they do. We’re also exposed to the daily challenges and triumphs of people living with cancer.