OK TO FEAR

Creative idea

During lockdown oncological patients interrupted their treatment in fear of leaving their homes. In times of extreme anxiety, we brought forward a powerful, empathetic message to reassure them that fear is natural, yet it is also the one trigger for action, evolution, life itself. One manifesto convincing that fear urges us to protect ourselves, evolve and, ultimately, live more. Not less. This while developing the one live hub providing access to clinics offering treatment during lockdown and directing patients towards it. A deeply human story, enabled by human touch through origami folds in one manifesto breaking the dramatic discourse clutter.

Brand name: Roche
Advertiser / client: Roche Romania
Product / service: Oncological treatments and screenings during COVID-19
Campaign name: It's ok to be afraid
Agency network: INDEPENDENT AGENCY
Agency: Graffiti PR, Bucharest
Production company: Telegraf Studio
Web address: https://www.cdelacontrol.ro/
Creative director: Cristina Iancu
Art director: Evelina Din
Copywriter: Cristina Iancu
Client account director: Alexandra Bolozan
Pr director: Claudia Agafitei
Illustrator: Andy Sinboy Luke
Director: Adrian Aghenitei
Director of photography: Bogdan Filip
Screenwriter: Cristina Iancu
Post production: Adrian Aghenitei
Digital production: Mihai Gitu
Digital strategist: Madalina Savulescu
Additional company: White Communications (Media Agency) VE (digital)