EventsPress Release

Cannes Lions launches high-profile brief to combat cancer stigma with global campaign

CANNES, FRANCE — In Cannes, top creative leaders from across Edelman, IPG, Omnicom, Publicis, and WPP joined forces on stage to deliver one of the most high profile briefs the industry has seen, impacting the lives of up to four billion people. The ask? To create a culture-defying program, experience, and campaign that could erase the stigma and insecurity of cancer at work.

On July 10, The Big C brief officially opened for entries

The brief invites the entire industry and beyond, as individuals or duos within one agency or cross-agencies, to create a campaign that will launch on World Cancer Day 2024, in a global multi-media campaign supported by $100 million. 


Powered by Cannes Lions’ world-class judging systems, judging will be led by senior creative and strategy leads across the five holding companies including Susan Credle (Global Chair and Global Chief Creative Officer of FCB), Chaka Sobhani (Global CCO of Leo Burnett), Luiz Sanches (CCO of BBDO NA), Judy John (Global CCO of Edelman), and Debbi Vandeven (Global CCO of VMLY&R).

The submission deadline is September 15. Judging will take place throughout October, with the winner announced at the end of that month. The winners will also receive a delegate pass to attend Cannes Lions 2024 from the Festival.

For more details please visit and link through to the entry platform.

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