The Laughter Project
Medtronic Minimally Invasive Therapies/Covidien wanted to create a digital hub that would own lung cancer treatment, care, and hope. Wanting to empathize rather than sympathize we proposed an uplifting, positive, and bold approach, something that would signify standing up and laughing in the face of death; thus thelaughterproject.com was conceived. Here is that the concept brought to life in a promo video to launch that campaign initiative.
Shine A Light Vigil
Medtronic Minimally Invasive Therapies/Covidien is a lead manufacturer in lung care cancer equipment. Each year they host a candlelight vigil to ‘shine a light’ on lung cancer awareness. It often does not get the attention it deserves because it is easily dismissed as “the smokers” cancer, the “you did this to yourself” cancer. So the minute the words lung cancer are said, people may just flat out dismiss and disengage anything being said about it. We proposed telling the story in a different way, creating a story that is more of a reveal. Using the compelling interview from the vigil to hook and get our viewer more emotionally invested into what they are watching, before we spring that this is about Lung Cancer on them. Make them feel sorry, empathize with the pain of losing someone and then reveal that Lung Cancer kills more than any other cancer there is.