The campaign is the first from Marie Curie since it’s new strategic focus as the charity that provides care and support through all terminal illness including, but not limited to, terminal cancer.
The TV ad features a real Marie Curie nurse, Elizabeth Wolley, who has been with the charity for 7 years and focuses on the Marie Curie Night Nursing service. The 60 second ad shows the sun setting and a Marie Curie nurse, represented by an orb of glowing light, arriving to start her night shift at 10pm. During the night the light moves around the house, bringing comfort and reflecting the light that Marie Curie nurses bring to people in their darkest hours. At 7am we see that the light was in fact a Marie Curie nurse, revealed as she leaves the house at the end of her shift.
Directed by Tom Tagholm of Park Pictures and post produced by MPC, the film was shot with real lightbulbs to create natural contact lighting on the skin and surrounding environment. The light rigging was removed in post-production and MPC VFX Supervisor Marcus Dryden worked closely with the director to develop the light by repurposing the cluster of light bulbs to create one shining beacon, illuminating a comforting, soothing, energy.
Jude Bridge, Executive Director Marketing, Fundraising & Public Affairs for Marie Curie, said: “This ad is rooted in the real life experiences of people who have been cared for by our Marie Curie Nurses. We wanted the advertising to focus on the nursing care we provide to people through the night at home and the impact this has on loved ones. Families often talk about our nurses as being a light in the darkest hours and we hope the ad will help us reach more people at a time when they need it most.”
Launching on Wednesday 30th September, the fully integrated campaign encompasses a 60 second TVC, 30 second cutdown, radio, digital and social.