AIL, the Italian non-profit association fighting against leukemia, lymphomas and myelomas, in its 40 years of research has reached an extraordinary achievement: transform child leukemia from a 100% death rate to just 20% of the cases. In fact, 8 children out 10, today actually defeat the disease. The TV commercial focuses on this successful achievement, turning the situation around, proving how much more work still has to be done, for a complete success over all blood diseases. Therefore, a good news, if seen from the point of view of those who will not defeat the disease, immediately becomes a bad news.
Chief Creative Officer:Sergio Rodriguez, Enrico Dorizza
Executive Creative Director:Flavio Mainoli
Art Director:Massimiliano Traschitti
Executive Producer:Valeria Della Valle
Client Service Director:Cristina Barbiero