| Title | ACRF: OUTSMART CANCER FOR GOOD |
| Brand | THE AUSTRALIAN CANCER RESEARCH FOUNDATION |
| Product / Service | THE AUSTRALIAN CANCER RESEARCH FOUNDATION |
| Category | B03. Fundraising & Advocacy |
| Entrant | HECKLER Sydney, AUSTRALIA |
| Idea Creation | M&C SAATCHI Sydney, AUSTRALIA |
| Idea Creation 2 | ACRF Sydney, AUSTRALIA |
| Media Placement | M&C SAATCHI Sydney, AUSTRALIA |
| Media Placement 2 | BOHEMIA GROUP Sydney, AUSTRALIA |
| PR | HIDDEN CHARACTERS Sydney, AUSTRALIA |
| Production | HECKLER Sydney, AUSTRALIA |
| Production 2 | M&C SAATCHI Sydney, AUSTRALIA |
| Production 3 | ELECTRIC ART Sydney, AUSTRALIA |
| Production 4 | SONG ZU Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ian Brown | ACRF | CEO |
| Kerry Strydom | ACRF | COO |
| Bronwyn Muir | ACRF | Head of Business Development & Marketing |
| Michaela Lauren | ACRF | Marketing and Communications Manager |
| Emmanuel Bougneres | M&C Saatchi | Creative Director |
| Tristan Cornelius | M&C Saatchi | Senior Art Director |
| Jonathan Seidler | M&C Saatchi | Copywriter |
| Iva Madderom | M&C Saatchi | Head of Integrated Design |
| Kentaro Yoshida | M&C Saatchi | Integrated Designer / Illustrator |
| Vi Trinh | M&C Saatchi | Integrated Designer |
| Holly Jones | M&C Saatchi | Finished Artist |
| Richard Hughes | M&C Saatchi | Senior Retoucher |
| Jamie Watson | Heckler | Head of VFX |
| Luke Carvell | Heckler | Motion Designer |
| Holger Gutknecht | Heckler | Motion Designer |
| Adrien Girault | Heckler | Motion Designer |
| Dusan Marjanovic | Heckler | 3D FX Artist |
| Elias Atto | Heckler | 3D FX Artist |
| Amy Jarman | Heckler | Producer |
| Sophia Tubby | M&C Saatchi | TV Producer |
| Taylor Thompson | M&C Saatchi | TV Producer |
| Karlee Weatherstone | M&C Saatchi | Group Account Director |
| Prue Purnell | M&C Saatchi | Senior Account Manager |
| Joshua Johns | M&C Saatchi | Account Manager |
| Grace Wallace | M&C Saatchi | Strategist |
| Toby Clark | M&C Saatchi | Strategist |
| Gemma Hayes | M&C Saatchi | Integrated Executive Producer |
| Greg Hyslop | M&C Saatchi | Lead Integrated Producer |
| Mandi Bateson | M&C Saatchi | Head of Social |
| B Wise | Elefant Traks (Record Label) | Hip Hop Artist |
Cancer is a complex subject to tackle. Often steeped in scientific jargon and terminology it can be a stumbling block to any message of hope. Very rarely is it humanised in a way that people can comprehend and emotionally connect with. We created a user-friendly way to easily inform people how the funding of technology and research can help the ACRF outsmart cancer. To do this we personified cancer cells in a hyperbolic world, as bite-sized shareable content that educates how the ACRF are funding clever bits of technology to outsmart cancer. Outsmart Cancer for Good marks a definitive shift for the brand, championing its focus on innovation. The end result was a collaboration between scientists, 3D animators, illustrators, media and creative agencies, together with hip-hop artist B Wise, to bring this campaign to life.