WMcCann’s ad for their rebrand of Hospital de Amor is an animation titled The Fall, a heartbreaking portrayal of the cancer journey. Via Adweek:
The Hospital de Cancer de Barretos, an internationally renowned children’s cancer treatment center, has been renamed the “Hospital de Amor,” or “Hospital of Love” to promote the power of love as the most effective resource in fighting cancer.
To promote the rebranding, WMcCann Brazil created a short animated film illustrating how love is the most powerful force against cancer. The touching film shows the devastating effects of childhood cancer, from the debilitating treatments to the emotional toll on family, friends and caretakers.
The film was made from the point of view of the child, and shows her journey after her diagnosis . With no dialogue, the message is delivered through the emotive song and lovely animation. The film is titled “The Fall,” which is both literal in the film and also a metaphor for that moment when the floor gives way beneath you, and you are plunged into the unknown. Loving family, doctors and friends act as balloons that support you emotionally and physically, because love never lets you down.
The animated film, produced by Zombie Studio and Loud, is the first piece of major communication concerning the hospital’s rebranding. The emotionally charged message in the video was inspired by the hospital’s new identity.