The Swedish Childhood Cancer Fund: Falling Words

In the concept "Childhood and cancer do not belong together", children have pushed away the word cancer in a number of different ways. We've seen the word escape the frame of print ads and outdoor billboards, and with the help of Snapchat AR the word has even flown away. To adapt the concept to the escalator billboards in Stockholms subway, we’re now letting cancer fall down the spaces into the next frame along the escalators. Childhood and cancer do not belong together.
Agency: Garbergs