Fundación Care
Project Background
Fundación CARE (Cancer, Access, Network and Hope) is an oncology foundation working to change the way cancer is faced, treated and understood in Chile. Rather than working in isolation, CARE brings together public and private efforts across the entire cancer journey; from early detection to treatment and recovery.
Their mission is rooted in collaboration, with a belief that only by working together can we truly change the reality of cancer care for everyone.
Client Brief
Fundación CARE was ready to grow its impact, but the opportunity came from an unexpected place: car insurance. A major insurer wanted to connect every policy payment to a meaningful cause, and CARE saw the potential to turn this partnership into something powerful.
The challenge? Create a campaign that connected something as routine as car insurance with something as emotional and urgent as cancer care, without feeling forced or opportunistic. CARE also lacked a strong visual identity that could carry this message across multiple platforms.
They needed a clear, bold creative strategy that could live across TV, digital and OOH. Something emotionally resonant, visually cohesive, and flexible enough to show up everywhere from the screen to the street.
Results
We turned a car insurance policy into a symbol of hope.
Pink Dog led the entire creative journey from concept to execution. We designed and produced a national TV commercial that brought real emotion to the screen, showing how something as routine as paying for car insurance can help change the future of cancer care.
Alongside the film, we developed a bold, cohesive campaign for public spaces, with striking key visuals that transformed streets, highways, and bus stops into messages of solidarity and action.
From art direction to film production, from editing suites to final OOH rollouts, we did it all. A full-scope campaign that not only raised awareness, but turned everyday drivers into everyday heroes.
