What does a world-class New Jersey cancer center do when it wants to elevate itself onto the same platform as NCI (National Cancer Institute) accredited cancer centers? The John Theurer Cancer Center first turned to purpose-driven NYC boutique agency Leijas to solidify their messaging and approach. The agency didn’t simply start with JTCC’s cutting-edge innovation and advancements in technology. Rather, they focused on JTCC’s unique philosophy that includes the expertise of over 1,200 sub specialized leaders in the field of oncology. And what they learned was that it all boils down to patients. But JTCC treats cancer much differently, in three distinct and tangible ways – with optimism sparking resilience of the human spirit, the expertise of world-renowned specialists, and personal care and compassion. This combination of heart and science led to the value proposition “pushing science and innovation to heal the human body and spirit.” The approach was to truly connect with the patients and allow them to be the brand voice throughout the communication effort. Leijas spent several weeks working closely with the cancer center leadership to identify “hero patients” and to understand the unique elements of JTCC and the campaign strategy. Leijas then got to know the patients and their families – not just the cancer they beat, but diving into their stories and into their hearts, reliving their journeys - often revealing their vulnerabilities. The strategy became not defining each patient by their disease, but rather highlighting them as individuals. The goal of the campaign from JTCC, which breaks this month, is to raise awareness of JTCC – it’s unique approach to treating cancer told through the successful treatment of these four patients. Unlike all-too-common hospital advertising, the work invites a deeply personal element as well a genuine element of hope, and inspiration. The campaign’s goal is to build the center’s awareness and reputation, runs through the end of December and includes: four documentary-style videos, website, print, digital, billboard, radio and social media. The 360-degree media planning and buying was handled by media agency SPM, Chicago. Content advertisement created by Leijas, United States for John Theurer Cancer Center, within the category: Health.

In these turbulent times, john st. performed a social experiment to see if they could get people from opposite ends of the spectrum to find common ground. You won’t believe what happened. #MakeHumanityGreatAgain​ Film advertisement created by John St, Canada for John St, within the category: Agency Self-Promo.

Film advertisement created by BBDO, Philippines for Department Of Tourism Philippines, within the category: Transport.

Digital advertisement created by BBDO, United Arab Emirates for Snickers, within the category: Confectionery, Snacks.

Digital advertisement created by McCann, Peru for National Blind Unit of Peru, within the category: Public Interest, NGO.

84 Lumber wants to attract under 30 “problem-solvers” to their management trainee program (also, secondarily, seasoned professionals who feel stagnated in their career). The new creative theme will be careers that are “challenging.” Film advertisement created by Brunner, United States for 84 Lumber, within the category: House, Garden.

Film advertisement created by Jung von Matt, Germany for Vodafone, within the category: Electronics, Technology.

Editor: Patrick Burns Jr.

Digital advertisement created by TutkovBudkov, Russia for S7 Airlines, within the category: Transport.

Hair is essential to how we express our self. We love that feeling of clean, textured, natural hair, that instantly makes us feel more confident. We consider our hair as the reflection of inner strength. It’s not an ornament but a way to express our self.

Film advertisement created by Deutsch, United States for PetSmart, within the category: Pets.

Film advertisement created by Loud&Clear, Australia for Strike Bowling, within the category: Recreation, Leisure.

Film advertisement created by Leo Burnett, Malaysia for Maxis, within the category: Electronics, Technology.

Electric vehicles are barely heard, yet they make a huge difference. In this commercial, Swedish power company Skellefteå Kraft celebrates all electric car owners, for driving society towards sustainability by breaking old patterns. This “silent revolution” becomes extra significant and sympathetic when it’s reflected on kids playing in a sandbox. Film advertisement created by Volt, Sweden for Skellefteå Kraft, within the category: Industrial, Agriculture.

Launch of the Huawei P10 series, specialized in photography. Film advertisement created by Ingenia, Peru for Huawei, within the category: Electronics, Technology.

Film advertisement created by Saatchi & Saatchi, New Zealand for TUI, within the category: Alcoholic Drinks.

Ambient advertisement created by DDB, Brazil for SuperBonder, within the category: Industrial, Agriculture.

Film advertisement created by BETC, France for Evian, within the category: Non-Alcoholic Drinks.

Film advertisement created by Fuel, Portugal for Continente, within the category: Retail Services.