AECC – “Cancer lottery” – Branded content, Activation

Cancer survivors used to say that they feel like they had won the lottery because they are still alive, but the truth is that their good luck is not actually luck, but improved odds based on the work of people and volunteers. Every year, a raffle is held to benefit the Spanish Association against Cancer, with all profits going towards investigating and preventing this illness. The AECC wanted us to communicate the need of participating in the cancer Lottery in a very positive way, so we came up with the idea of replacing the young fellows who have been announcing the lucky numbers for the past 200 years with real cancer patients who have overcome the illness.