While with Russell Creative, I got to art direct a campaign for the American Cancer Society Cancer Action Network (ACS CAN). They came to us and wanted to do a “Rosie the Riveter” campaign with the women who are working on cancer-related research in the San Diego area. We loved the idea and began working on the concept.
We took some amazing photos of 6 different women in the iconic strong arm pose. Then we started laying out the campaign by mimicking the “Rosie the Riveter” poster exactly but it just didn’t feel right. The photography was great but the poster wasn’t inline with the ACS CAN brand. The copy “We can do it!” also wasn’t right because these women were already making great progress against cancer. So Don Russell suggested a new direction for the copy–changing it to “We Can. We Do.” We also looked to the ACS CAN brand use of Red, White, and Blue to create a simple update to the poster’s color palette.
The client loved the update and, although the campaign referenced the iconic “Rosie the Riveter,” it was much more on-brand for the American Cancer Society.