Embodying the hope of research

Commuting on Daffodil Day is a special delight, at least in Sydney. The usual mass of people bustling through our stops and stations are suddenly patterned with the joyful blooms. It literally brightens the day.

Daffodil Day represents the optimism and perseverance of cancer research while contributing to its progress. So when Cancer Council Australia approached us for their 2016 Daffodil Day campaign we were honoured to film this commercial for them. Taking cues from the promise of the Daffodil Day campaign, we crafted a poem from the perspective of a child — to embody the ‘light of hope’ found in the people who are personally touched by cancer. The campaign launched through TVC, online and radio in August 2016, and was so successful that it was used again for 2017.