“What You Miss”

American Cancer Society came to us with the goal of creating a campaign that would break the norms of what is expected in the health nonprofit space. While the campaign ultimately aimed to drive donations, we wanted to dive deeper than the surface-level spots that often hit the air by tapping into the universal emotional truths shared by families impacted by cancer everywhere. The empty chair, left unoccupied at birthdays, weddings, quiet game nights at home – gatherings big and small – by the loved one going through their cancer journey, and the lives we continue to lead as a sign of strength and solidarity in honor of their fight. “What You Miss” is a testament to that human truth.

Slated to air in March 2020, “What You Miss” has been indefinitely shelved due to the ongoing pandemic.

Agency: Dagger
Agency Producer: Adina Hilton
Director: Chris Cella
DP: Oren Soffer
Creative Director: Melissa Withorn
Art Director: Rachel Platner
Copywriter: Jameson LaMarca