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MD Anderson Cancer Center

MDA is a healthcare client based in Texas. We were asked to create a new creative campaign in support of MDA's bold conviction to find a cure for cancer and eliminate it for good.

Goals
  • Create an engaging campaign to recruit elite candidates.
  • Communicate the brand essence and attract candidates with matching commitment for excellence.


Concept: Do the impossible
This direction speaks to a new breed of fighters, united by the strongest commitment of any organization to date: to make cancer history. From the foundation laid by those who came before, we move boldly forward, powered by hope and the unwavering dedication that allows no room for failure.

Hearkening back to historical moments when what was thought impossible became reality, we are inspired and determined to attain our goal. This dramatic concept harnesses the power of history, speaking directly to the elite candidate while adhering to the messaging pillars and brand essence.

Results
  • The new creative was well received by the client.
  • Several ads have already run in local publications.


Team
  • ACD – Shai Dallal
  • CW – Bob Mallon
  • Sr.AD – Bernie Valdez


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