Jay Hunt, chief creative officer at Channel 4, says: "It’s very close to home, but my favourite campaign this year was conceived by 4Creative for Stand Up to Cancer. Directed by Smith & Foulkes, the stunning animation, ‘Payback Time’, turned attitudes toward cancer on their head. Visually, it turned us from victims of a killer disease into warriors staging a fightback. It not only helped us raise more than £15m for Cancer Research UK, but also challenged the way we think about cancer."
Summary This two-minute creative aims to raise awareness of cancer research. Featuring animated characters in a city mysteriously taken over by a deadly blue slime, it shows mass panic as the characters are killed off one by one. The final frame shows a scientist killing cancer cells in a Petri dish with a blue liquid, revealing the animated characters were in fact the cancer cells.