NATIONAL BREAST CANCER FOUNDATION
A campaign to capture the imagination of Australians raising money for breast cancer research.
THE SITUATION
Pink Ribbon Breakfast is the National Breast Cancer Foundation’s largest annual fundraising event. It occurs in October, Breast Cancer Awareness Month, a month saturated by a sea of pink fundraising opportunities. In order to create cut through and differentiation, a spirited and unique idea needs to be at the core, underpinning the overall visual strategy to capture attention and inspire imaginations.
THE SOLUTION
Taking cues from ‘healthy eating’ and food styling social media trends, we created a visual campaign with a human and social focus. Using the iconic reference of chiquita banana as the hero, the tone takes on a fun and imaginative feel, a nostalgic visual appropriated to be modern and relevant. The theme is translated into the case studies through them interacting with exaggerated piles of healthy foods, bringing a relatable and authentic feel overall.
“Working with Three Blocks Left is akin to having conversations with friends over coffee. Their creative process comes from understanding what their clients want beyond what’s outlined in a brief.
Kylie and the team continue to step out of their lane to produce fresh and innovative concepts and assets.”
LISA MASTORAS, HEAD OF COMMUNITY FUNDRAISING
NATIONAL BREAST CANCER FOUNDATION
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