The campaign asks people to get fit and feel amazing by taking on the ‘Walk All Over Cancer’ 10,000 steps a day challenge in June.
Directed by Nez of Pulse Films, who is well known for his award-winning music videos for Disclosure, Rudimental and Kid Cudi, the film clearly reflects Nez’s music credentials, focussing on people walking to the soundtrack of Nancy Sinatra’s ‘These boots are made for walking’.
The campaign will be seen across satellite channels, video on demand, radio, digital display and social media.
Anomaly has also worked with Cancer Research UK to develop the charity’s overall communications platform, ‘Right Now’, and Race for Life campaign, ‘This is Beating Cancer’.
Jo Cooke, director of brand, marketing and innovation at Cancer Research UK said: “Nancy Sinatra’s iconic song combined with Nez’s brilliant direction brings ‘Walk All Over Cancer’ to life and showcases how easy it is to fit some extra steps into your day.
“We wanted to give a fun and upbeat feel to the challenge to reflect the inspiring engagement we’ve received from participants sharing their experiences with us on our social media channels.
“With just over a quarter (25.6 per cent) of people in England getting less than 30 minutes of physical activity a week, ‘Walk All Over Cancer’ is a great way to up exercise levels and raise money to help beat cancer sooner.”
To sign up and download motivational tools including a wall chart, leader board and sponsorship form visit www.cruk.org/walkallover