Cure For Life Foundation: Birthday Cards

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Brain Cancer is a leading cause of cancer death in adults aged 20-39, so particularly affecting young parents – and in turn, the children and families who live through the loss of their loved one. The film created by DDB Sydney and Filmgraphics shows the heartache of a mother knowing she won’t live long enough to be with her baby daughter as she grows older. The insight ‘We don’t know what causes brain cancer, but we do know what it affects.’ portrays the emotionally distressing reality for those diagnosed with Brain Cancer. The more funds that are raised, the more the Cure For Life Foundation can do to help find a cure for this terrible condition.

Advertising Agency: DDB Sydney, Australia
National Creative Director: Matt Eastwood
Deputy Creative Director: Steve Back
Art Director: Adam Rose
Copywriters: Ben O’Brien, Alex Wadelton
Director: Jono Nyquist
Production Company: Filmgraphics
Music: Hope For The Hopeless / A Fine Frenzy
Music Company: The Ant Farm, Los Angeles
Aired: December 2007

Your rating: None Average: 9.8 (230 votes)

Comments

Submitted by David Wooderson on Sun, 2008-01-27 22:15.

That is simply beautiful. I feel like crying.. an incredible amount of emotion for just 60 seconds. I hope they get people thinking about that charity and raise some money.

Well done to everyone involved.

Submitted by vurtomatic on Mon, 2008-01-28 00:38.

Nice, but I think the copy could be stronger. And I'm not sure why the idea feels very much like something I might've come across in a book or a scene out of a movie.

Submitted by amsterdam73 on Mon, 2008-01-28 03:36.

Good insight indeed, good ad.

It's the same insight as in 'P.S. I love you'. A movie recently shown in theaters:

http://www.imdb.com/title/tt0431308/

and

http://www.apple.com/trailers/wb/psiloveyou/

Submitted by jdavila on Fri, 2008-02-01 13:16.

http://www.youtube.com/watch?v=cgXGigmZ7i4

COINCIDENCE?

Submitted by jebus on Sat, 2008-02-02 00:57.

Wholey shit. This is unbelievably good.

To everyone who says this is unoriginal—STFU. Cog wasn't the first to make a Rube Goldberg machine either.

They're trying to raise money for cancer, are you seriously going to sit there in the peanut gallery and complain about the freshness of the ad, regardless of the emotional maelstrom that is carefully built?

Wild guess: you don't have kids do you?

chintan ruparel's picture
Submitted by chintan ruparel on Mon, 2008-01-28 02:32.

love the spot, but incidentally the plot has been used almost a decade ago in a hindi film called 'kuch kuch hota hai' starring bollywood superstar shahrukh khan (indians will knoe what im saying). it involves the exact set up where the mother (rani mukherjee)writes birthday cards for her daughter before passing away.

nevertheless, its a beautiful thought n this is flawless execution id say...

~ old habits die hard, older ones never do ~

Submitted by iT-iS-i on Mon, 2008-01-28 08:16.

Warm and hard hitting twist, works very well and perfectly subtle. All the best of luck...

Who turned the world upside down?

Submitted by troika02 on Mon, 2008-01-28 08:34.

oh my, that was very moving. almost made me cry. amazing. great twist in the end. i just love it... great work guys! sniff.

Submitted by hawkline on Mon, 2008-01-28 12:04.

Beautiful work. Great reveal. Great copy, too. Congrats.

Submitted by teenie on Mon, 2008-01-28 13:31.

Wow - nice. I'm speechless.

Submitted by tommyus on Mon, 2008-01-28 15:39.

I cried because it was so moving. Then I cried because I didn't make this ad. Beautiful work guys. Made be donate.

Submitted by worldad on Mon, 2008-01-28 15:50.

Simple, powerful idea, sensitively and subtley handled. Tough category to win but a deserved winner in my eyes. Good luck with the donations too.

Submitted by vaseem on Tue, 2008-01-29 02:57.

brilliant execution...grt idea....speechless..........

Submitted by Dzsoi on Tue, 2008-01-29 05:20.

Emotional, true, clever. Just great.

Submitted by fox on Thu, 2008-01-31 04:47.

I love it. Great idea. Superb direction. Love the actress. Love the music. Love the way the ad gets you in and builds. I nearly cried.

Submitted by Belgian on Fri, 2008-02-01 05:42.

Incredible, wonderful... speechless. Well done.

tahir's picture
Submitted by tahir on Fri, 2008-02-01 13:27.

such a nice 60 seconds...God Bless the whole team.

www.tahirmahmood.com

Mr Hughes's picture
Submitted by Mr Hughes on Fri, 2008-02-01 15:58.

I was a bit choked.

Submitted by sheetalz on Sat, 2008-02-02 01:50.

Hats off !!!!!!!!!

Khalid Munshi's picture
Submitted by Khalid Munshi on Sat, 2008-02-02 16:16.

mind blowing..... Excellent.....

Submitted by rbrulon on Sat, 2008-02-02 21:12.

great... some times we need to use a heart to fell before use the brain to speack..
almost make me cry, speechless...

EGGO's picture
Submitted by EGGO on Sun, 2008-02-03 00:21.

Oh my god was that good.

Submitted by halfstring on Sun, 2008-02-03 02:06.

Phew ... made it through. Music is a little cheesy but appropriate.

Submitted by quest on Sun, 2008-02-10 06:47.

geez. That's quite good, isn't it?

picktokyo's picture
Submitted by picktokyo on Sat, 2008-02-23 19:21.

WOW. I'm touched.

picktokyo's picture
Submitted by picktokyo on Sat, 2008-02-23 19:27.

Damn true man. This is really good. I watched it again and again and I still feel,,,,, trembling?

Submitted by T-bone on Fri, 2008-03-07 08:40.

For your next big idea -

http://cgi.ebay.co.uk/ws/eBayISAPI.dll?ViewItem&item=270217746002

annie_us's picture
Submitted by annie_us on Tue, 2008-04-01 00:44.

That is simply beautiful.
Great idea. Superb direction.

ahmedbahey's picture
Submitted by ahmedbahey on Sun, 2008-04-06 05:50.

Great effort, and we 've to appreciate the great team!
Good luck

Ahmed Bahey\Creative Director
GREY\MENA NETWORK
ahmad.bahey@greybeirut.com

Submitted by egha permadi on Wed, 2008-04-16 23:10.

GOOD. very, very beautiful.....