Campaign Spotlight

Campaign Spotlight: Cheil Spain marks Samsung’s support of breast cancer research with War Correspondents on Breast Cancer film, book, and exhibition

MADRID – Cheil Spain has created an initiative to support Samsung Spain’s partnership with the Spanish Federation of Breast Cancer (FECMA), showing the disease as it has never been portrayed before through a 13 minute film, book, and exhibition.

The agency has worked with Pulitzer Prize-winning war photographer Manu Brabo to portray the reality of breast cancer in the film, called War Correspondents on Breast Cancer.

Brabo is interviewed on camera talking about his work in conflicts around the world. His comments are interspersed with patients, their family members, oncologists and medical researchers talking about battling breast cancer, and we start to see parallels between the two kinds of battle.


The film is being shown on the Samsung Spain website and on YouTube. Other assets include a book of Brabo’s photographs, which can also be downloaded, and a 20-second ad promoting the campaign, shown here http://www.samsung.com/es/corresponsalesdeguerraenelcancerdemama/

An exhibition of Brabo’s photography was held in Madrid to launch the campaign earlier this month.

Samsung is donating money to FECMA for every download of the book and view of the film. The campaign also marks 10 years since Samsung and FECMA’s partnership began.

Manu Brabo, photographer, said: “I have been trying for years to make visible conflicts and problems happening thousands of kilometers from my house, when most of the time the tragedies, the battles and the people who fight in them are much closer to home. In your neighborhood, in your building, in your house. It seems right then to put my photographs at the service of the community in which I live.”

Joaquín Espagnol, Executive Creative Director of Cheil Spain, said: “Cancer is one of the worst battles in the world, so we decided to show it through the eyes of a true war correspondent. We felt that it could give a different tone and perspective to the problem. We chose Manu Brabo for everything he has lived, for what he means to the people and the general press. An initiative that joins two very distant worlds, which at the same time have things in common.”



Client Samsung Spain

Agency Cheil Spain

Campaign War Correspondents on Breast Cancer

Executive Creative Director Joaquin Espagnol

Creative Directors Nicolas Diaco & Ezequiel De Luca

Art Directors Diego Rodríguez & Rodrigo Domínguez

Copywriters Cristina Alonso & Elena Hernández

PR Manager / Client Services Borja Fernández

Account Manager Estefanía García

Agency Producer Sergio Huertas

Director Borja Larrondo

Production Co Lobo Kane

Executive Producer Ramón Corominas

Producer Director Manuel Arango

Producer Jose C. Martin

Post Production McNulty

Sound Design Tucson

Partner with adobo Magazine

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