The Art of Dying
Ideation | Art direction | Brand storytelling | Creative direction | Earned
To support Marie Curie’s Great Daffodil Appeal, we launched a campaign spotlighting the essential care Marie Curie provides, yet is often overlooked, to those nearing the end of life.
Collaborating with artist Lisa Buchanan, we reimagined four iconic artworks that depict death by artists such as Edvard Munch, Ary Scheffer, and Nils Dardel. These new pieces featured real-life Marie Curie nurses and healthcare assistants, showcasing their compassionate support for patients and their families.
These artworks served as powerful reminders of the urgent need for better end-of-life care, as one in four people currently lack necessary support. The campaign culminated in a gallery event attended by actress Alison Steadman and numerous media representatives. The striking visuals and influential speakers ensured widespread coverage across national, consumer, and regional media outlets.
Outcome
298 pieces in earned media
16 national media features
272 regional pieces of earned coverage
Connecting deeply with local communities