American Cancer Society : Finish the Fight: Unfunded Research

Making a noise about cancer.

Published On
Mar 03, 2013

Editor's Pick

Mary J Blige, Josh Groban and Michael Douglas feature in the new campaign for the American Cancer Society from the Martin Agency, introducing the new tagline "Finish the fight". The campaign, in honor of the Society's 100th anniversary, focuses on causing a disruption in a crowded public place, because "silence won't finish the fight, action will". A stereo amplifier appears as the common thread throughout the TV spots, signifying the need for moments against silence.

The first two TV spots to launch feature Blige and Groban, while print ads feature Michael Douglas and his "life list", with two items still remaining: Find a cure for throat cancer and Global nuclear disarmament. Additional celebrities are slated to appear as the campaign continues.


Mar 04, 2013
Brand :
American Cancer Society
Client :
American Cancer Society
Agency :
The Martin Agency
Chief Creative Officer :
Joe Alexander
Group Creative Director :
Nancy Hannon
Associate Creative Director, Art Director :
Brian Williams
Associate Creative Director, Copywriter :
Eric Dome
Senior Art Director :
Daniela Montanez
Senior Designer :
Thiago Balzano
Print Studio Artist :
Whitney McCall
Group Planning Director :
Fritz Kuhn
Senior Strategic Planner :
Dalynn Kincannon
Group Account Director :
Chris Mumford
Account Director :
Britta Dougherty
Account Executive :
Lindsay Erickson
Coordinator :
Carter Crenshaw
Project Manager :
Lassiter Stone
Executive Agency Producer :
Molly Souter
Agency Executive Broadcast Producer :
Pamela Mahan
Agency Junior Producer :
Marlena Villery
Executive Print Producer :
Jenny Schoenherr
Art Producer :
Mary Taylor Otanez
Director, Talent and Traffic :
Christine Branin
Production Company :
Aero Film
Director/Director, Photography :
Jim Mangold
Executive Producer :
Sara Eolin
Producer :
Lisa Weineke
Editorial Company :
Final Cut - LA
Editor :
JD Smyth
Assistant Editor :
Hasani Franke
Post Facility :
Company 3
Visual Effects :
Company 3
Audio Post :
Eleven Sound

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