Susan G. Komen Race for the Cure
116 & West
This creative concept was brought to us by Komen. Our client found other Komen Race for the Cure offices who had done something similar, positioning doctors and behind-the-scenes fighters of breast cancer as heroes. Since our client loved what the campaign offered, we took the idea and localized it.
We combined the concept with an art direction that included elements from an iconic Race for the Cure campaign—the illustrated pink hair on black and white photos. We used the same hand illustration approach to draw capes and hero-inspired accessories on the photos of local doctors. Each doctor represented a local organization that Komen benefits. These are the doctors that cancer patients see throughout treatment. They are the heroes that are treating and fighting cancer on a daily basis.