INCA: Routine Check

The French National Institute for Cancer (INCA; l’institut national du cancer) and the Minister of Health and Social Affairs have unveiled a new movie advert on colorectal cancer, which, although the second most deadly cancer in France with 18,000 deaths a year, goes largely unacknowledged.

The film, named “Routine Check” (Un Contrôle de Routine in French), directed by Wilfrid Brimo 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.

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 can stop him. That is until a simple routine check puts and end to his flight.

Credits:
Production Company: HENRY
Producer: Jean-Luc Bergeron, Jean Ozannat
Director: Wilfrid Brimo
Line Producer: Gaëlle Delaporte
DOP: Daniel Voldheim
Production Designer: David Bersanetti
Agency: HAVAS
Managing Director: Christophe Coffre
TV Producer: Amandine Winter
Art Director: Céline Pottier
Copywriter: Mathieu Doligé

A simple routine check

9.0

Good execution.

Memorable9.0
Effective9.0
Style9.0
Heart or Humor8.0
Execution10.0
Reader Rating: ( 1 vote ) 9.5

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