Cancer has a critical phase: the metastasis. It’s related to how the disease is wide spreading all over the body. To change the perception of this concept so charged of negativity, Momentum Chile proposes the idea “Metastasis of Love: because love also branches out” for the relaunching of the brand of FALP Oncology Institute, leader in Chile and Latin America, and to promote the opening of its new building in Santiago city, of 26.000 m2, with which it expects to increase the attention span.
“When you are diagnosed with cancer, there´s also other metastasis; the love of your family, your friends of University and colleagues, relatives and even people you didn´t know, is turned on wide spreading for each one of them to accompany you on this road to fight the disease” mention José Ignacio Solari and Renzo Vacarisas from McCann Worldgroup Chile, responsible for the creativity behind this campaign. “We wanted to show the light within it that may seem a shadow”.
This is the first time that the Fundación Arturo López Pérez (FALP Oncology Institute) presents an integrated campaign of this kind, investing in the mass media, traditional media and digital media, besides endomarketing, where 3 TVC of 1´30´´ were introduced with three main stories showing that family and friends play an important role in the process of each person, with the most advanced technology, the best team of experts of FALP and the Metastasis of Love, together we will overcome cancer.