POLIVY: Collateral Cancer
POLIVY is a first-line diffuse large B-cell lymphoma (1L DLBCL) treatment — the first new treatment option to be FDA approved in over 20 years. To bring awareness to this new treatment option among oncologists, we decided to take a different approach. Rather than harping on data points, we wanted to play to the humanity of the oncologists and a problem they face regularly: delivering devastating news to their patients who have been fighting hard against cancer progression. With POLIVY, there’s a chance of delivering good news a little more often.
While oncologists have a reputation for being stoic given the harshness of their profession, we found upon digging deeper into the audience that they feel every loss deeply. They feel anxious, guilty, frustrated.
Collateral Cancer places us in the shoes of the oncologist, though you might not realize it at first. As we follow a man through the halls of the hospital, it’s not immediately clear if he’s the doctor or the patient. He’s nervous, his hands shake, sounds fade into the background as he’s lost in thought. We eventually reveal that this man is the oncologist, preparing himself to deliver the news to his patient that the cancer has progressed.
The core execution was a short film entitled Collateral Cancer, with accompanying social-friendly versions. It was shortlisted for a Cannes Lion.
Agency: 21GRAMS