INSIGHT

The emotional, physical, and social burdens of fighting cancer can be profoundly isolating for many people.

IDEA

The Not Alone campaign aimed to reassure the nation that, no matter who you are or how you’re fighting cancer, Macmillan is by your side every step of the way. The art direction for the out-of-home and print ads utilised the brand’s previous visual language of everyday objects but pushed it further and brought these objects to life by embroidering, knitting, and painting our headline into the objects before photographing them.