| Philosophy | Cheil Spain has created an initiative to support Samsung Spain’s partnership with the Spanish Federation of Breast Cancer (FECMA), showing the disease as it has never been portrayed before through a 13 minute film, book and exhibition. The agency has worked with Pulitzer Prize-winning war photographer Manu Brabo to portray the reality of breast cancer in the film, called War Correspondents on Breast Cancer. Brabo is interviewed on camera talking about his work in conflicts around the world. His comments are interspersed with patients, their family members, oncologists and medical researchers talking about battling breast cancer, and we start to see parallels between the two kinds of battle. The film is being showing on the Samsung Spain website and on YouTube. Other assets include a book of Brabo’s photographs, which can also be downloaded, and a 20-second ad promoting the campaign, shown here http://www.samsung.com/es/corresponsalesdeguerraenelcancerdemama/ An exhibition of Brabo’s photography was held in Madrid to launch the campaign earlier this month. Samsung is donating money to FECMA for every download of the book and view of the film. The campaign also marks 10 years since Samsung and FECMA’s partnership began. |