INCA Routine Check for colorectal cancer
The French National Institute for Cancer (INCA; l’institut national du cancer) is running a film-noir themed commercial, Un Contrôle de Routine (Routine Check), as part of Mars Bleu, a month focused on colorectal cancer. Although colon cancer is the second most deadly cancer in France with 18,000 deaths a year, it goes largely unacknowledged. With a 1950s detective film style and clunky sound effects, the black and white and studio-shot film presents colorectal cancer as a serial killer hurrying through the night down a deserted road where seemingly nothing is able to stop him. That is, until a simple routine check puts an end to his flight. The Routine Check film encourages men and women over the age of 50 to go for a check-up, as if the cancer is detected, in 9 out of 10 cases it can be cured.
Because he works in the shadows
Because he knows how to lie low
Because nobody wants to hear about him
Colorectal cancer kills over 18,000 people per year
Whereas with a simple check up
9 out of 10 times, it’s curable.
Colorectal cancer. Detected in time, your life can be saved.
If you are 50 or over, talk to your doctor.
Routine Check Credits
The Routine Check campaign was developed at Havas Paris by creative director Christophe Coffre, copywriter Mathieu Doligé, art director Céline Pottier, designer David Bersanetti, partner Lucie Munsch, board director Marine Biette, consultant Marie Fontan, design editor agency Mathieu Doligé, producer Amandine Winter, account manager Christine Meneux working with INCA communication director Carine Delrieu, adjunct communication director Muriel Papin, and communication project chief Lydia Dauzet.
Visual art and set design was done at Family Production by David Bersanetti.
Post production was done at Digital District by producer Sébastien Gros.
Music and sound design were produced at HRCLS by producer Benoît Dunaigre.