Memorial Sloan Kettering
An old and trusted brand tries something different

Giving to cancer hospital is generally though of as an act of altruism Рa gift or contribution that helps someone you will probably never know. We approached differently.

What if the gift was a type of insurance in case someone you know or love was ultimately the one in need of MSK’s great work. That seemed like a pretty strong insight on which to build a campaign.

The challenge was to execute against it in a way that was hopeful and positive while staying away from hospital cliches.