In Cannes, top creative leaders from across Edelman, IPG, Omnicom, Publicis and WPP joined forces on stage to deliver a brief impacting the lives of up to four billion people.
The ask? To create a culture-defying programme, experience, and campaign that could erase the stigma and insecurity of cancer at work.
The Big C brief is 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’ judging systems, judging will be led by senior creative and strategy leads across the five holding companies including Susan Credle (global chair & global chief creative officer, 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 Friday, September 15. Judging will occur 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.
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