Breast Cancer Campaign crowd-sources videos for 'wear it pink' campaign

The Breast Cancer Campaign "wear it pink" fundraising initiative has crowd-sourced four videos to run across cinema, digital, social media and out-of-home channels.

The campaign, which launches tonight in cinemas, encourages the public to wear pink on 24 October, and to donate during the month.

Media agency Carat used the Genero platform to put out a brief to a global creative community of more than 300,000 filmmakers. They were asked to come up with "engaging short films" of either 25 seconds or 55 seconds, based on the themes "look good, do good" or "bored with beige".

The agency shortlisted 47 films and "wear it pink" bought the rights to four different films.

Cabinet created "Animation of a flying pink elephant", which shows an elephant painted in pink, stepping off a cliff and flying.

"Live-action video of young and old and male and female pink-clad fashionistas on a photo-shoot" was written, directed, shot and edited by Thomas Kruesselmann.

"Picture postcard of a pink victory parade through the streets of London" was created and directed by Nicholas Carn.

"Cartoon of a woman in a colourless world painting her charity stand pink to raise awareness" is animated by Howard Yu and Rian Gonzales, and directed by Jen Borcea.

Sharon Maxwell, an associate director at Carat, said: "The convergent media landscape now gives us the opportunity to really create stunning content and get it effectively into the right channels and to the right people to drive real business value.

"And when that business value is for a client such as ‘wear it pink’, it’s a win for everyone involved."

Darren Khan, the Genero UK managing director, said: "Quality branded video content has never been in greater demand, but the flipside of the content revolution is that many marketers find producing a series of high-end films, cost-prohibitive.

"Carat and ‘wear it pink’ were very impressed by the quality of the winning work and it’s the first crowd-sourced, cost-effective, video creative campaign of its kind in the UK."

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