Services
- Creative campaigns
- Offline
- ADV
Objectives
- Brand awareness
- Engagement
Activities
- Campaign concept
- Art Direction
- ADV
- Shooting
Brief
The new campaign by the ANT Foundation dedicated to cancer prevention centers on the participation of Andrea Kimi Antonelli, a young Mercedes-AMG Petronas F1 driver, whose role as a spokesperson helps engage young people with the important issue of early diagnosis.
The challenge was to leverage his connection to the world of Formula 1 to deliver a positive, direct, and accessible appeal: encouraging people not to neglect their health and to undergo regular check-ups.
Our Work
“The most important pit stop is prevention.” We conceived and developed a tagline that transforms the language of Formula 1 into a simple and immediate awareness-raising message. The pit stop thus becomes a metaphor for prevention: a moment of check-up, care, and restart, essential for continuing one’s journey safely.
To support the campaign, we created a series of social media reels to make the parallel between pit stops and prevention even more immediate, engaging younger audiences through a dynamic, direct format that aligns with the logic of digital platforms.
To support the campaign, we curated a dedicated photoshoot to visually translate the parallel between pit stop and prevention, which was then developed into social reels with a dynamic and direct language, designed to engage a younger audience.
An initiative that received excellent media coverage and succeeded in amplifying the reach of the message, turning the campaign into an opportunity for strong visibility and engagement.
