The Institute of Cancer Research "Finishing it" by Cow PR

The spot was launched ahead of the opening of ICR's Centre for Cancer Drug Discovery.

The Institute of Cancer Research (ICR) has enlisted poet laureate Simon Armitage for an emotive spot. The spot shows Armitage reciting his 51-word poem – only his second as poet laureate – on the grounds of ICR’s London, while specialist artist Graham Short engraves the piece on to a 20mm long and 10mm wide replica anti-cancer pill.

The piece was launched ahead of the opening of ICR’s Centre for Cancer Drug Discovery, which is expected to open towards the end of next year. The work was art directed by Matt Wilcock and shot by Jon Collins through Out of Sync Productions.


Creative agency
Cow PR creative director/art director
Cow PR senior account director
Cow PR account manager
Cow PR senior account executive
Videographer/art director/director
Production company

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member