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This Emotional Campaign Reveals the Power of Love in the Fight against Cancer

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Momentum Chile launches 'Metastasis of Love' for the FALP Oncology Institute to battle the negativity associated with metastasis

This Emotional Campaign Reveals the Power of Love in the Fight against Cancer

Cancer has a critical phase: the metastasis. It's the spread of disease across the body beyond the primary site of the cancer. To change the perception of a concept so charged with negativity, Momentum Chile created the 'Metastasis of Love: Because Love also Branches out' for the relaunch of the FALP Oncology Institute. The institute is a leader in Chile and Latin America, and has debuted the campaign to promote the opening of its new building in Santiago city. 

“When you are diagnosed with cancer, there's another metastasis: the love of your family, your friends, colleagues, even people you didn't know. It is a movement of love, with each of them accompanying you on the road to fight disease,” said José Ignacio Solari and Renzo Vacarisas from McCann Worldgroup Chile. “We wanted to show the light within it that may seem a shadow.”

This is the first time that the Fundación Arturo López Pérez (FALP Oncology Institute) has presented an integrated campaign of this kind, investing in mass media, traditional media and digital media, alongside endomarketing, where 3 TVCs were introduced with three main stories showing that family and friends play an important role in the journey of each person. With the most advanced technology, the best team of experts at FALP and the Metastasis of Love, together we can overcome cancer.

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Production Company

Production Company: Cueca Films

Director: Martin Rietti


Animation Company: PunkRobot

Creative Agency

Creative Agency: Momentum / McCann Worldgroup Chile

Chief Creative Officer: Jose Ignacio Solari

Creative Director: Renzo Vacarisas

Creatives: Lio Bustamante, Carla Padovani

VP Planning: Maribel Vidal

Account Team: Philippe Farré, Solange Vergara

PR: Johnny Méndez G., Lourdes Alderete

Client Approval: Bernardita Vittini

Post Production / VFX

Post Production Company: Poston


Advertiser: FALP Oncology Institute

Genres: People

Categories: Medical Associations, Healthcare and Wellness

McCann LATAM, Thu, 01 Aug 2019 09:32:12 GMT