Working with brand and creative studio Optimist Works we set out to re-write the way you make 30 seconds TV adverts. No actors, no scripts, no sets just real people authentically sharing their stories.
“For more life without cancer” is a campaign rooted in the hopes and possibilities of research. Yorkshire is one of the regions hardest hit by cancer. We were asked to find people who, against all the odds, have found a way to embrace life with more zest following their cancer diagnosis and treatment.
Working with long-term collaborators and real people casting experts @six minutes we set out to represent the wonderful diversity of Yorkshire. We spoke to people from community organisations and support groups all over the county. We met warm, resilient people everywhere we went, and completely fell in love with Rob, Sheena and Ryan.
We delivered a full campaign suite: a 30-second TVC, a stills photography campaign, a DRTV advert, a compilation edit, and a series of social vignettes.
credits
Agency Creatives: Matt Haigh & Jon Stewart (Optimist Works)
Creative Development & Direction: Simon Waldron
Produced by: Rebecca Lloyd-Evans & Josie Cole (@Six Minutes Casting)
Casting: Six Minutes Casting
Director of Photography: Josh Fry
Editor: Jeff Taylor
Music: Thomas William Hill
Graphics: Danny Sturgess
Archive Research: Aisling Conboy
Part II
Building on the success of our previous campaign for YCR, which introduced real people whose lives have been deeply affected by cancer, we wanted to take the storytelling even further. Our goal was to sensitively cast families from regions of Yorkshire that have historically been overlooked.
From a long list of remarkable candidates, we found Hayley—who faced the devastating diagnosis of cancer in the middle of her pregnancy with their third child.
Without a script, we fostered an atmosphere of trust and safety with Hayley and her family, bringing a documentary crew to gently capture their unscripted journey. As they revisited some of the most difficult moments in their lives, their story revealed the cruel reality of cancer—but also, like for Hayley and her family, the resilience, hope, and possibility of positive outcomes.
Starting with a 30-second TV advert, we extended the story across digital channels and stills photography, creating a rich campaign of assets on Instagram, TikTok, and YouTube that deepened the narrative and boosted audience engagement.
credits
Produced by Josie Cole
DOP: Chloe Campbell
Casting: Six minutes casting
Editing: Alex Elkin
Music: Thomas William Hill
Photography: Stephen Roe