Macmillan's warriors stir creatives to donate TV award

Compassion is pretty much a byword for Macmillan Cancer Support professionals. Ferociousness, not so much. Changing this perception was the task the charity and agency AMV BBDO set themselves with their latest TV ad, ‘Whatever it takes’, winning the January/February Thinkboxes. 

The ad saw success almost immediately after it was shown on TV, attracting increased donations and positive reception from people living with cancer and Macmillan’s cancer support professionals.

Macmillan ‘Whatever it takes’

  • Creative agency: AMV BBDO
  • Creative team: Andy Clough, Rich McGrann, Benjamin Polkinghorne, Scott Kelly
  • Client: Jo Juber
  • Production company: Iconoclast
  • Director: Jonathan Alric

On The Beach ‘Someday’

  • Creative agency: Uncommon 
  • Creative team: Nils Leonard, Sam Walker
  • Client: Steve Seddon
  • Production company: Pulse
  • Director: Sam Walker

Virgin Media 'Faster Brings Us Closer'

  • Creative agency: adam&eveDDB
  • Creative team: Tim Vance, Paul Knott, Edward Usher, Xander Hart
  • Client: Samantha Codrington
  • Production company: Academy
  • Director: Frederic Planchon

Quickbooks ‘We Mean Business for Your Business’ 

  • Creative agency: Wieden+Kennedy
  • Creative team: Tony Davidson, Iain Tait, Hollie Walker, Cal Al-Jorani, Francesca Van Haverbeke, Florence Poppy Deary
  • Client: Alicia Skubick
  • Production company: Blink
  • Director: Nick Ball

Halifax ‘It’s a People Thing’ 

  • Creative agency: New Commercial Arts
  • Creative team: Loriley Sessions, Charlotte Prince, Ian Heartfield, Nici Hofer
  • Client: Victoria Handley  
  • Production company: Pulse
  • Director: ThirtyTwo
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