Creating a powerful new way to talk about the fight against cancerThe Institute of Cancer Research was seeking a partner to design and deliver a campaign to help them raise necessary funds for a new centre for drug discovery. The target audience would largely be high net worth individuals and the primary channel face-to-face meetings. Rather than create the suite of digital and print assets listed in the original brief, Redwood decided that the best fundraising tool for the target audience would be a single video brochure that could enrich any meeting and create sustained interest as a leave-behind. Pushing the emerging format to its technical limit, we delivered three engaging education videos about the invaluable work of the ICR inside a brochure that was cleverly designed to look like a property prospectus. The combination of emotional story-telling and novel format created an effective new way for the ICR to engage a demanding and discerning audience.