Cancerfonden (The Swedish Cancer Society): Eva

If you’ve survived cancer, every second of every day is cherished. Even the most dull moments in life are wonderful.

Advertising Agency: TBWA\ Stockholm, Sweden
Copywriter: Johannes Ivarsson
Art Director: Patrick Waters
Photographer: Petrus Olsson
Final Art: Erika Hellström
Account Director: Per Olholt
Account Manager: Charlotte Asplund
Planner: Niclas Norström

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7 comments

Roger Keynes's picture
Roger Keynes
5497 pencils

Not feeling this, sorry.

Will Think for Salary

Hadrons's picture
Hadrons
5707 pencils

Again - it's the lame art ....

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

jimkuz's picture
jimkuz
402 pencils

Love this - gr8 insight - thought provoking

Billoughsby's picture
Billoughsby
5091 pencils

Feels humane and non-gimmick. Quiet anti-punchlines.

Like

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Roger Keynes's picture
Roger Keynes
5497 pencils

So why use them?

Drop that 'awesome', 'glorious' and 'amazing' quote bs... and we might have something special. :)

Will Think for Salary

Billoughsby's picture
Billoughsby
5091 pencils

No, the copy isn't perfect, you're right. But the very no-camp, no-vamp ordinariness of the images in this set is special, foiling as it apparently does most ad people's expectations (if most the comments here are any gauge). That's enough for a provisional win-me-over.

:)

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

tinica's picture
tinica
4 pencils

As a cancer survivor, one of the biggest problems of survivorship is this expectation that every moment I'm still breathing is somehow extraordinary - which makes normal days fraught with pressure to LIVE.

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