MERCK
LISTEN CLOSE
We don’t often think about breathing, until we do.
We had the privilege of creating another meaningful public service announcement with our longtime collaborators at CloudRaker, this time for Merck’s latest lung cancer awareness campaign. The concept was grounded in a powerful insight: we rarely think about breathing — until it becomes difficult. With that in mind, “Listen Close” was designed to remind people not to take something as simple and vital as breathing for granted. The spot serves as both a reflection on the fragility of life and a call to action — urging individuals to be proactive about their health by screening and testing for lung cancer when symptoms arise.
The campaign, developed in partnership with CloudRaker (strategy) and Manic Pixie (creative), is part of a national, always-on awareness platform that encourages those at risk to take the Lung Check assessment — a quick and accessible first step toward early detection.
We produced a 90-second long-form piece to serve as the campaign’s emotional anchor, supported by 30-second and 15-second cutdowns for paid media, delivered in both English and French. The goal was to create a campaign that not only informs, but also connects — inspiring action through empathy, honesty, and urgency.
:90
Your lungs tell a story.
Lung cancer remains the most commonly diagnosed cancer in Canada and is responsible for nearly a quarter of all cancer-related deaths — making it the country’s deadliest form of cancer. In 2024 alone, it’s estimated that more than 32,000 Canadians were diagnosed with this life-altering disease. With 1 in 14 Canadians at risk of developing lung or bronchus cancer in their lifetime, the urgency to act has never been greater. These aren’t just statistics — they represent lives, families, and futures that could be changed through early detection and timely intervention. Now more than ever, there’s a critical need to raise awareness, encourage proactive screening, and shift the conversation around lung health.
Credits
CLIENT: MERCK CANADA
AGENCY (Strategy): CloudRaker
Head of Strategy & Business Design - Nathaniel Sibi
Business Director, Healthcare & Pharma - Olivia-Gail Squires
Account Director - Eunice K.
Strategist, Health - Tarindi Welikala
Account Coordinator - Alyssa Tarricone
AGENCY (Creative): Manic Pixie
Creative Director: Mark Rozeluk
CREW
Big Pig Production Co.
Producer: Mark Delottinville
Director: Mark Rozeluk
Assistant Director: Logan Sutherland
Director of Photography: Santiago Trugeda
AC: Joshua Smith
2nd AC: Matthew Yamamoto
Ronin Operator: Jan Schädle Ubeda
Gaffer: Keaton Evans
Best Person Electric: Chris Perkins
Electric: Mattew Laing
Electric: Ellen Shaw
Electric: Eris Tomicki
Key Grip: Robert Wharry
Best Person Grip: Meghan Guevarra Veillette
Grip: Sebastian Guizar
Grip: Alex Dziewialtowski Gintowt
Grip: Mac West
Swing: Nicholas Telesca
Genny Op: Kevin Gallant
Production Designer: Logan Graham Greene
Set Dec: Sid D’Souza
Set Dec: Sean O’Mahony
Set Dec: Natalie Calabretta
Casting: Hallihan Casting
Casting: Ashley Hallihan, CDC & Ian Bender
Make Up: Renee Tobin
Wardrobe: Fredsonn Silva Aguda
Wardrobe Assist: Taylor Markwell
PA: Alexander Efimov
PA: Barnett Young
Craft Services: Jim Ritchi
Catering: Side Dish Catering
Sound: Scotty Taylor
POST-PRODUCTION
Manic Pixie
Editor: Mark Rozeluk
Colour: Studio Feather
Executive Producer: Jaclyn Morga
Manager: Evan Spicer
Colour Assistant: Dina Chu
TALENT
Mandy Johnson
Stephen Littlechild
Scott William Carmichael
Daniela Gonzalez
Colleen Tilbenny
Ed Ho
Zeus Fleming
Nina Richmond
Maria Nahri
Raj Vaid
Mary Phan