We’re not superstar athletes. We’re cancer beaters.
Cancer Research UK needed a campaign to tell people they don’t have to be an athlete to join the Race for Life.
Our idea was to show you don’t have to be athletic, rich or famous to do something extraordinary and help beat cancer.
And it’s far more important than winning a gold medal.
TV & ONLINE FILMS
Spoofing the lives of superstar athletes and how they’re usually depicted in a hyper-real style in ads.
OUT OF HOME
Designed like the iconic Race for Life back signs in which people write the name of who they’re running for.
Mock interviews with Race for Life participants as if they’re superstar athletes.
Director: Jake Dypka
Production Company: Indy8
DOP: Patrick Meller
Editing: Max Windows at Stitch
Sound: Sam Robson at 750 MPH
Post: Time Based Arts
RACE FOR LIFE 2017/18 – THIS IS BEATING CANCER
Cancer Research UK relies on money raised by Race for Life runners to fund its life-saving research, but sign-ups had been declining. We needed to make it feel more vital, and more connected to Anomaly's documentary-style campaign showing 'cancer happening right now'. So we interviewed real women about what inspires them to Race for Life, while they actually ran the race.
The message 'THIS IS BEATING CANCER' gave significance to every aspect of the event, from jogging in a tutu to sliding into a mud pool. Because a thousand women in pink tutus running round a park is BEATING CANCER.
Our campaign drove half a million more women to the website sign-up page.