Campaign by Media agency Carat for breast cancer fundraising initiative ‘Wear It Pink’ started yesterday. Campaign videos are running across cinema, social media and out of home channels during Breast Cancer Awareness Month.
Carat used the Genero platform to put out a brief to a global creative community of over 300,000 filmmakers to create pieces of cost-effective, high quality, shareable video content. The video content , either 25 seconds or 55 seconds, based on the themes “look good, do good” or “bored with beige” is promoting the ‘Wear It Pink’ campaign which encourages the public to wear pink and make donations during October.
47 films were shortlisted and Wear It Pink selected four finalists to feature across all media platforms.
It’s the first crowd-sourced, cost-effective, video creative campaign of its kind in the UK.
Cabinet created “Animation of a flying pink elephant”, which shows an elephant painted in pink, stepping off a cliff and flying.
“Live-action video of young and old and male and female pink-clad fashionistas on a photo-shoot” was written, directed, shot and edited by Thomas Kruesselmann.
“Picture postcard of a pink victory parade through the streets of London” was created and directed by Nicholas Carn.
“Cartoon of a woman in a colourless world painting her charity stand pink to raise awareness” is animated by Howard Yu and Rian Gonzales, and directed by Jen Borcea.