Race for Life returns in 2019 with a new campaign by Anomaly

Cristina Blanaru Ads, Creativity, CSR

Race for Life, in partnership with Tesco, returns for 2019 with a new campaign by creative agency Anomaly to encourage everyone –  women, men and children of all abilities – to ‘Join the Race for Life’ and help beat cancer.

Recently launched, the campaign celebrates “ordinary people doing something extraordinary”, with a humorous play on the lives of superstar athletes. The fast-paced, stylised TV advert, directed by Indy8’s award-winning director Jake Dypka, shows that while these everyday people may not be athletic, rich or famous, simply by taking part in the Race for Life they’re doing something important – helping to beat cancer. The advert features a diverse cast of characters and driving soundtrack to represent the diversity and energy of Race for Life events. The campaign is visible on television, on video on demand, radio, outdoor, digital, PR, and social media.

Jake Dypka is a multi-award-winning director. In 2012, Jake picked up the Young Director Award at Cannes Lions and won Best Director and Best Film at Cannes Dolphin and Best Film at IVCA Gold. In 2016, he was featured in the Saatchi & Saatchi New Directors Showcase at Cannes Lions.

Four films have been created for the campaign, including one 30-second advert and three 10-second adverts. The shorter spots, which hero individual characters from the longer film, will also be used across social and digital. Out of home will feature the iconic Race for Life back signs with inspiring slogans such as “We don’t break records. We beat cancer” and “Everyone wins this race (except cancer)”, while radio adverts will spoof interviews between sports presenters and athletes. Media has been planned and bought by MediaCom.

 

Sarah Pickersgill, head of events marketing at Cancer Research UK:

Our new campaign puts our amazing Race for Life participants and the cause right at the heart. We want everyone to feel inspired and know that you don’t need to be fittest or fastest, and every penny you raise, whether it’s £10 or £100, helps fund Cancer Research UK’s life-saving research into more than 200 cancers.

Survival has doubled in the UK in the last forty years and the £860 million Race for Life has raised in the past 25 years has enabled Cancer Research UK to be at the heart of this progress. It is our ambition to accelerate progress so that by 2034, three in four people will survive their cancer for at least 10 years. By taking part in the Race for Life, everyone can help make this a reality.

Anomaly creative Matt Roach:

Being a superstar athlete is impressive, but what matters more – running fast or destroying a deadly disease? It’s about time the everyday heroes taking part in the Race for Life got their share of the praise. I hope this campaign inspires more people to stick on a pink T-shirt, wig or tutu and join the world’s most important race.

Alongside a new creative campaign for 2019, Race for Life, in partnership with Tesco, is now open to men as well as women and children and continues to offer a portfolio of events raising money for Cancer Research UK. From the original 5K and 10K, participants can also choose a Pretty Muddy obstacle course in both distances and Pretty Muddy Kids too. All events are non-competitive, and participants can take part at their own pace.

Founded nearly 15 years ago, Anomaly is a difficult to define, but exciting to work at ‘new model’ agency. Driven by a passionate and entrepreneurial culture encompassing a diverse, elastic set of skills, Anomaly has offices in Los Angeles, New York, Toronto, London, Amsterdam, Berlin and Shanghai. Clients include: WW (Weight Watchers) Huawei, Unilever, YouTube, Facebook, COTY, Hershey’s, Rimowa, T-Mobile, Anheuser-Busch InBev, Diageo, Google, Lego, MINI, SONOS and The Coca-Cola Company.

Anomaly has been recognised for a very wide range of work and IP, covering both effectiveness and craft excellence including: Ad Age’s 2017 Agency of the Year, Cannes Lions, Effies, Fast Company’s Most Innovative, Jay Chiat, Digiday Awards and the Mashies — among the usual suspects. Anomaly has also been honoured with a few less conventional accolades as well, such as being named one of Time Magazine’s Best Inventions of 2016 for Dosist, Toy of The Year for Mighty Jaxx, plus two Emmys for a television series, all of which the agency created and co-owns.

  • Creative Credits
  • Brand: Cancer Research UK
  • Agency: Anomaly
  • Executive Creative Director: Oli Beale
  • Head of Creative: Joe Corcoran
  • Copywriter: Matt Roach
  • Art Director: David Lawrie
  • Strategy Director: Ant Harris
  • Head of TV: Daisy Mellors
  • Assistant Producer: Paul Van Lierop
  • Business Director: Tim Boxall
  • Account Director: Alice McKenzie
  • Account Manager: Monica Sabouri
  • Media Agency: MediaCom
  • Production Company: Indy8
  • Director: Jake Dypka
  • Prod Co Producer/Head of Indy8: Charlie Stanfield
  • DOP: Patrick Meller
  • Production Manager: Sophie Murphy
  • Sound: Sam Robson at 750MPH
  • Post-Production: Time Based Arts
  • DOP: Patrick Meller
  • Production Manager: Sophie Murphy
  • Editors: Stitch
  • Editor: Max Windows
  • Sound Studio: 750mph
  • Sound Engineer: Sam Robson
  • Post House: Time Based Arts
  • Post Producer: Josh Robinson
  • VFX Supervisor: Sheldon Gardner
  • Flame Artist: Ollie Ramsey
  • Nuke Artist: Manolo Perez
  • Colourist: Lewis Crossfield