Developed by Leo Burnett, the initiative is running on MRT trains and newspapers, and comprises of three executions, each of which depicts a clinical chart and uses the recurring icon of a bald one-armed child. "The creative challenge is to bring to light the things children suffering from cancer have to go through," said Leo Burnett senior writer Victor Ng. "Our big idea is centred around the juxtaposition between the innocence of childhood and the ruthlessness of cancer."
Accordingly, in 'ABCs', the tagline reads: 'Amputation. Bone Marrow. Chemotherapy. Some ABCs kids should never have to learn." In 'Pills', meanwhile, the large number of pills taken by a cancer-suffering child is compared to the lesser number of sweets, using the copy 'Shouldn't it be the other way around when you're six years old?' The third ad -- 'Story -- features the tagline 'The story of children with cancer. Not all will live happily ever after."
The CCF is also the beneficiary of another Burnett-assisted campaign, this time for Nippon Paint. As part of the launch of its new 'odourless premium all-in-1' range, Nippon has initiated a charity drive titled 'Colour Their World' to tie in with the upcoming Muslim festival of Hari Raya Puasa. Either the CCF or Muhammidiya Muslim Orphanage will receive S$1 for every premium paint product purchased.
Burnett's Nippon campaign includes TV, outdoor, press and in-store executions, targeting home owners who live in apartments of four or more rooms. The long-running Nippon Paint sumo wrestler icon is featured in the TVC repainting his living room, while his family searches for protective gear to guard against the odour. The spot ends after the wrestler reveals that the paint is odour-free. "The creative idea was based on insights we learnt through research which highlighted that while consumers enjoy the aesthetic effect of a newly painted house, they often find the paint odour unbearable," said Burnett senior strategic planner Sin Wei Cheah.
