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Memorial Sloan Kettering
An old and trusted brand tries something different
ABOUT THE WORK

Giving to cancer hospital is generally though of as an act of altruism – a 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.