Canteen's 40th anniversary.
Youth cancer charity Canteen is celebrating its 40th anniversary by reviving the Bandanna day to stand in solidarity with teens facing cancer in a campaign via MADE THIS.
“By using humour, we can humanise a serious issue in a way that resonates - it’s not about making light of cancer – it’s about making space to talk about it.”, said MADE THIS managing director Vinne Schifferstein.
The campaign uses ‘AI Fails’, deliberately flawed AI-generated images to highlight the absurdity of relying on artificial support, and the critical need for real help for young people facing cancer.
“We immediately got behind the idea,” said Canteen head of marketing and communications Kerry Kalcher.
“It stands out, it’s fun, but it makes an important point loud and clear — young people need real support, not artificial help.”
The campaign will be rolled out across out-of-home (OOH) and social media channels.
It officially launched on October 1 and will run nationally until Bandanna Day on October 30.
“It wasn’t actually that easy to produce the fails,” said MADE THIS head of AI & creative tecnology, Marie-Celine Merret.
“The models have improved so much over the past few months, we had to roll back to older versions of the models to produce the best and funniest fails.”
Credits
Canteen
Janelle Cook - Executive Director, Marketing & Fundraising
Kerry Kalcher - Head of Marketing & Communications
Creative & Production: MADE THIS
Vinne Schifferstein - Managing Director
Marie-Celine Merret - Head of AI & Creative Tech
Marianne Little - Creative Director
Richard Swan - Art Director
Bobby Haiqalsyah - Designer
Bob Connelly - AI Artist
Meera Srikanth - Integrated Producer
Media agency: UM
Caitlin Watters - Creative Connections Manager
Ellie Graham – Client Partner
Yelia Schnelle – Senior Planning Director
