Finalist
TV & Cinema
Health & Wellness
| Entrant: | alma DDB, Miami |
| Brand: | Memorial Sloan Kettering Cancer Center |
| Title: | "Late" |
| Corporate Name of Client: | Memorial Sloan Kettering Cancer Center |
| Client Company: | Memorial Sloan Kettering Cancer Center, New York |
| Chief Marketing Officer: | Erin McDonough |
| Heads of Global Brand Marketing: | Popsy Akin/Eric Rosenbaum |
| Client Head of Brand Marketing: | Aly Robinson |
| Client Creative Directors: | Randi Press/Mike Bongiovanni |
| Agency: | alma DDB, Miami |
| Agency Chief Executive Officer: | Isaac Mizrahi |
| Agency Presidents: | Isaac Mizrahi/Alvar Suñol |
| Chief Creative Officer: | Alvar Suñol |
| Executive Creative Director: | Monica Marulanda |
| Group Creative Director: | Virgilio Flores |
| Creative Director: | Bruno Trad |
| Associate Creative Director: | Humberto Maldonado |
| Copywriter: | Raquel Chisholm |
| Senior Art Director: | Emilia Lora |
| Art Director: | Erika Peitersen |
| Agency Designers: | isabella Pedreira/Caitlyn Becerra/Regan Andre/Gianluca Abate |
| Agency Content Producer: | Isabel Thielen |
| Agency Strategic Planner: | Paola Plaza |
| Agency Strategy Directors: | Jorge Becerra/Tomas Nunez |
| Agency Group Account Directors: | Daisy Delgado/Madeline Perez-Velez |
| Agency Account Team: | Sofia Rodriguez/Leisly Esquivel/Andrea Bruzual |
| Digital Technical Developer: | David Hutchinson |
| Production Company: | Central Films |
| Director: | Rodrigo Garcia Saiz |
| Senior Executive Producers: | Yeyo Marquez/Mimi Cossio |
| Executive Producer: | Jorge Espinosa |
| Producers: | Mercy Lopez/Daniella Alamo |
| Cinematographer: | German Lammers |
| Post-Production Company: | Moving Forward Studios |
| VFX Editor: | Leo Lovera |
| Editor: | Pablo D. Colella |
| Colorist: | Óscar Martínez Asencio |
| Audio Engineer: | Jose Toledo |
Description:
Informed by research done at its Sloan Kettering Institute, MSK conducts innovative translational and clinical research to prevent, diagnose, and treat cancer.
In 2024, to continue their mission and share findings from its research, MSK partnered with creative agency, media and production partners to launch a bilingual public service announcement to motivate U.S. Hispanics to get checked for cancer, before it may be too late. Cancer is the leading cause of death among Hispanics in the U.S., so MSK wanted to reach these audiences authentically via emotional storytelling.
The cancer rate among Hispanics is often attributed to their lower engagement with routine cancer screenings, as there's a common misconception that visiting the doctor without a reason is a way to provoke evil— that screenings may bring on the disease itself.
To address these nuances, the PSA is about the importance of time. It follows a young woman who is always late for seemingly every moment in life, which often makes for awkward moments as the story follows her growing romance with her other half.
Her chronic tardiness creates tricky and humorous moments, but nothing gets in the way of their love, until she is too late.