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.
Process
Partnering with PR agency Jump Media, we kicked things off the Pink Dog way. Concept-first, with scripts and storyboards that mapped out the emotional journey we wanted the audience to take. These became the blueprint for a cross-platform campaign designed to live on TV, digital and OOH.
Once the creative was approved, the real challenge began: pull off an entire production in a single day. To make it work, we built a schedule with military precision; every shot, every setup, every voiceover timed to the minute, with built-in contingencies to protect the creative and the budget.
The result? A full-day shoot that delivered:
- A hero TVC
- Voiceovers for radio campaign
- Campaign photography
- Brand ambassador interviews
Real faces led the campaign: Cecilia Bolocco (Miss Universe 1987, TV icon, and Fundación CARE founder) and Ignacio Casale (three-time Dakar Rally champion), both appearing as themselves.
Post-shoot, Pink Dog Studio led editing, graphics, and rollout. Delivering a visual system and final campaign that would work across every platform without losing impact.
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.
