Sometimes the enemies we face are just too big for us … Fortunately, we can give others the chance to keep the fight alive.
To raise greater awareness about legacy giving, an act of immense significance, La Ligue contre le cancer and DDB Paris chose to portray this gesture for what it truly is: An open letter, a threat, a final declaration of war against cancer.To bring this powerful idea to life, the Ligue chose to center its message around a character who embodies both menace
and resilience: the mafia figure.
Through this threatening persona, portrayed by multi-award-winning actor Damien Bonnard, the campaign conveys an unyielding determination, a spirit of legacy, and a fierce will to fight. With this film, the Ligue sends a powerful promise to its donors: the promise not to let cancer get away with it, by using every possible means to hunt it down and destroy it.