Cure For Life Foundation: Birthday Cards
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
33 comments
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.
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.
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/
http://www.youtube.com/watch?v=cgXGigmZ7i4
COINCIDENCE?
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?
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 ~
Warm and hard hitting twist, works very well and perfectly subtle. All the best of luck...
Who turned the world upside down?
:: Put your ears against the ground so i can walk over what you heard::
oh my, that was very moving. almost made me cry. amazing. great twist in the end. i just love it... great work guys! sniff.
Beautiful work. Great reveal. Great copy, too. Congrats.
Wow - nice. I'm speechless.
I cried because it was so moving. Then I cried because I didn't make this ad. Beautiful work guys. Made be donate.
Simple, powerful idea, sensitively and subtley handled. Tough category to win but a deserved winner in my eyes. Good luck with the donations too.
brilliant execution...grt idea....speechless..........
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.
Incredible, wonderful... speechless. Well done.
such a nice 60 seconds...God Bless the whole team.
I was a bit choked.
Hats off !!!!!!!!!
mind blowing..... Excellent.....
great... some times we need to use a heart to fell before use the brain to speack..
almost make me cry, speechless...
Oh my god was that good.
You have to hate advertising in order to truly love it.
Phew ... made it through. Music is a little cheesy but appropriate.
geez. That's quite good, isn't it?
WOW. I'm touched.
Damn true man. This is really good. I watched it again and again and I still feel,,,,, trembling?
For your next big idea -
http://cgi.ebay.co.uk/ws/eBayISAPI.dll?ViewItem&item=270217746002
That is simply beautiful.
Great idea. Superb direction.
Great effort, and we 've to appreciate the great team!
Good luck
Ahmed Bahey\Creative Director
GREY\MENA NETWORK
ahmad.bahey@greybeirut.com
GOOD. very, very beautiful.....
So good, i didnt had any sound when i looked it, also effective, i'm shivering...
W.O.W !!!
This is simply awe inspiring. I HAVE seen this in movies before, and I have even heard of a true life account in which a mother had a pre-chosen gift sent to her daughter for each of the daughters' birthdays. Knowing that doesn't make what I just saw any less beautiful. In fact, it could even make it that much more heart shattering, knowing that somewhere somebody has seen this, and actually KNOWS what it feels like.
Brilliant