ACS
What You Miss
American Cancer Society came to us with the goal of creating a campaign that would break the norms of what is expected in the health nonprofit space. While the campaign ultimately aimed to drive donations, we wanted to dive deeper than the surface-level spots that often hit the air by tapping into the universal emotional truths shared by families impacted by cancer everywhere.
The empty chair, left unoccupied at birthdays, weddings, quiet game nights at home – gatherings big and small – by the loved one going through their cancer journey, and the lives we continue to lead as a sign of strength and solidarity in honor of their fight. “What You Miss” is a testament to that human truth.
:30s ‘what YOU MISS’
CAMPAIGN STILLS
CD // MELISSA WITHORN
ACD // RACHEL PLATNER, JAMESON LaMARCA
DIRECTOR // CHRIS CELLA
AGENCY // DAGGER