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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

David Wooderson's picture
David Wooderson
23 pencils

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.

vurtomatic's picture
vurtomatic
364 pencils

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.

amsterdam73's picture
amsterdam73
374 pencils

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/

jdavila's picture
jdavila
6 pencils
jebus's picture
jebus
474 pencils

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
chintan ruparel
1516 pencils

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 ~

iT-iS-i's picture
iT-iS-i
1721 pencils

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::

troika02's picture
troika02
212 pencils

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

hawkline's picture
hawkline
89 pencils

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

teenie's picture
teenie
1894 pencils

Wow - nice. I'm speechless.

tommyus's picture
tommyus
9 pencils

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

worldad's picture
worldad
6 pencils

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

vaseem's picture
vaseem
54 pencils

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

fox's picture
fox
3 pencils

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.

Belgian's picture
Belgian
12 pencils

Incredible, wonderful... speechless. Well done.

tahir's picture
tahir
13 pencils

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

Mr Hughes's picture
Mr Hughes
386 pencils

I was a bit choked.

sheetalz's picture
sheetalz
146 pencils

Hats off !!!!!!!!!

Khalid Munshi's picture
Khalid Munshi
14 pencils

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

rbrulon's picture
rbrulon
4 pencils

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
EGGO
354 pencils

Oh my god was that good.

You have to hate advertising in order to truly love it.

halfstring's picture
halfstring
288 pencils

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

quest's picture
quest
11 pencils

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

picktokyo's picture
picktokyo
1404 pencils

WOW. I'm touched.

picktokyo's picture
picktokyo
1404 pencils

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

T-bone's picture
T-bone
48 pencils
annie_us's picture
annie_us
90 pencils

That is simply beautiful.
Great idea. Superb direction.

ahmedbahey's picture
ahmedbahey
59 pencils

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

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

egha permadi's picture
egha permadi
10 pencils

GOOD. very, very beautiful.....

xhp's picture
xhp
543 pencils

So good, i didnt had any sound when i looked it, also effective, i'm shivering...

quistilixians's picture
quistilixians
10 pencils

W.O.W !!!

Guest commenter's picture
Guest commenter

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.

Guest's picture
Guest

Brilliant

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