Young Lions: Blood Cancer Awareness (Print) Campaign
Challenge:
Every three minutes, someone is diagnosed with blood cancer. In partnership with LLS, the Young Lions Competition challenged us to engage gamers (16-35) in raising awareness and funds through peer-to-peer donations.
Insight:
Gamers understand battles, challenges, and high-stakes missions—much like cancer patients, but cancer isn’t a game.
Idea:
What if the fight against cancer became a mission gamers couldn’t ignore?
Though we didn’t place, we revisited the concept—this time, leveraging AI to refine the visuals, making them more immersive and emotionally resonant. AI-enhanced UI elements, textures, and lighting helped capture the urgency of the cause.
We like to think we’d have had a better shot at placing if AI had been around in 2022.
creative role: copy, ideation
AD: ande alcid