Breast Cancer Now - Afternoon Tea (TV AD)

We were incredibly proud to partner once again with Breast Cancer Now on their latest Afternoon Tea fundraising campaign.

Breast Cancer Now is the UK’s leading breast cancer charity, funding life-saving research and providing life-saving support for people affected by breast cancer across the UK. Having collaborated with the team on previous campaigns, it was a privilege to help bring this year’s campaign to life.

The campaign centres around a 30 second TV commercial supported by a suite of digital and social content, all designed to capture the warmth, generosity and community spirit behind Breast Cancer Now’s Afternoon Tea events.

From the outset, the creative approach was rooted in documentary storytelling. Drawing on our expertise in documentary filmmaking, we set out to create something authentic and intimate, built around real people and genuine experiences rather than staged moments.

What made this project especially meaningful was the people who took part. The campaign was filmed at real Afternoon Tea events around the UK and features real hosts and participants, all with their own personal connection to breast cancer. Their stories, honesty, warmth and generosity shaped every part of the film and gave the campaign its emotional core.

We were also fortunate to collaborate with some incredible creative talent. The campaign features voiceover from Naomi Wirthner, recognised by many for her role as Molly Doran in Slow Horses.

The soundtrack features Waves by Ruby Duff, written after her grandmother experienced breast cancer. The lyric “hope lies ahead” became a poignant thread running through the campaign.

A huge thank you  to everyone who appeared in the films and welcomed us into their events so openly and generously.

And thank you to our brilliant collaborators and crew who helped make the campaign possible.