The Brief

In need of £14m to complete construction on a world-leading cancer drug discovery building, the Institute of Cancer Research (ICR) wanted an engaging creative campaign to raise awareness for their fundraising appeal among high net worth individuals. The new building was central to the ICR’s plan to discover new drugs and treatments that can stop cancer from evolving and ultimately finish cancer.

The Big Idea

Finishing cancer requires a clear mission and precision down to the smallest detail. So we got Poet Laureate Simon Armitage to pen a moving, original poem entitled ‘Finishing It’ and then had renowned micro-artist Graham Short hand-engrave the 51-word poem onto a replica cancer pill, which was based on a drug originally discovered by the ICR.