CRIS Against Cancer, working with the agency Montero y Ella, entrusted Mad Media with the creation of a television commercial for their ‘I Love Money’ campaign, with the noble aim of raising funds for childhood cancer research. The authentic setting of the Hospital Ramón y Cajal was chosen for this filming.
We faced the challenge of filming on the premises of a working hospital, balancing the need for discretion and professionalism with audiovisual production. Added to this was the direction of doctors, lacking camera experience, and the implementation of a dolly shot for a specific cinematic effect. The narrative had to be honest and powerful, revealing in a final twist that the person seeking funds was actually a research doctor, thus uniting the human story with the cause.
Script: Antonio Montero and Chusa Díaz (Montero and Her)
Address: Mario Garcia
D.O.P: Jorge Roig
Production: Pablo Yarnoz
The central theme of CRIS’s campaign features the researchers themselves, who, through eye-catching and “politically incorrect” messages, aim to raise awareness of the need to invest in cancer research, as research saves lives; hence their slogan: #AmoElDinero.
After facing and overcoming technical and directorial challenges, the TV spot was successfully launched, capturing the attention of a vast audience and increasing awareness about the value of research in the fight against childhood cancer. The resonant story and powerful visuals captured the public's empathy, and the project marked a triumph in awareness and fundraising, consolidating CRIS Contra el Cáncer's efforts in their noble fight.
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