KWF: A Campaign For Life

KWF, the biggest charity in the Netherlands, has been raising money for cancer treatments, prevention and patient care for years. Recently the charity has shifted its positioning from “Against Cancer” to “Against Cancer. For Life.” and asked Monks to help launch the redefined brand massage.

For the brand film, we followed the enduring bond between a mother and daughter over many years, bringing forward the small, valuable moments that define a lifetime rather than focussing on "hallmark" events. This allowed us to tell a deeply human story that resonates with the core message of getting to live life to the fullest.

In addition to the main film, we created a series of online videos to show the many ways people can support the cause such as participating in a sporting event or by setting up their own fundraising action.