Macmillan Cancer Support has produced a TV commercial, made up of thousands of still photographs, to inspire the public to join ‘Team Macmillan’ and take part in fundraising challenges. Five photographers were stationed along the 26.2-mile course of the London Marathon earlier this year and took more than 10,000 images in order to create a 3D-style film featuring Team Macmillan runners and support groups.
What have they done with it?
The charity has uploaded it to its Facebook and YouTube pages and encouraged supporters and those featured to comment and tag themselves in the advert. Team Macmillan participants past and present were asked to comment about their experiences of fundraising for Macmillan. This also meant that the advert appeared in their own Facebook feeds and could be shared with their friends and families.
Why have they produced it?
Susan Blunt, head of running events at Macmillan, said: "We hope the result is something that does justice to our Team Macmillan participants, who raise millions for Macmillan Cancer Support every year. The film celebrates their achievements while emphasising the difference that being part of our team can make and inspiring those who have yet to join us to do so."
Who was behind it?
Digital agency Colourbox produced the commercial in partnership with post-production company Stripe Media.
Third Sector verdict:
The stylised advert looks much more eye-catching than a normal video of the runners would be. By allowing those featured to comment underneath, it simultaneously acts as an interactive noticeboard and an advert for future fundraising events.