Cancertweets is an experiential campaign designed to give people a visceral understanding of what it's like to live with cancer—and how easily it can go unnoticed.
We created seven Twitter accounts, each representing a different type of cancer. These accounts silently 'followed' thousands of users, simulating the stealthy onset of the disease. Gradually, they began to show subtle 'symptoms' through interactions, mirroring the early, often-overlooked signs of cancer.
Eventually, these symptoms became more pronounced. If users identified the virtual cancer early on, it unfollowed them, symbolizing the power of early detection. For those who ignored the signs, a final message underscored the importance of awareness.
Cancertweets brought a real-time, personalized experience to the fight against cancer, blending social media with impactful storytelling.
Cannes Health Lions / Grand Prix for Good (2014)
Creative Direction
CREDITS
Advertising Agency: Leo Burnett, Colombia
Global Chief Creative Officer: Mark Tutssel
Executive Creative Directors: Fernando Hernández, Mauricio Sarmiento
Creative Directors: Carlos Oviedo, Alexis Ospina, Rafael Reina
Account Director: Natalia Valencia
Art Directors: Rafael Reina, Andres Lopez
Copywriters: Andrés Salamanca, Alexis Ospina
CREDITS
Advertising Agency: Leo Burnett, Colombia
Global Chief Creative Officer: Mark Tutssel
Executive Creative Directors: Fernando Hernández, Mauricio Sarmiento
Creative Directors: Carlos Oviedo, Alexis Ospina, Rafael Reina
Account Director: Natalia Valencia
Art Directors: Rafael Reina, Andres Lopez
Copywriters: Andrés Salamanca, Alexis Ospina
