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4 Emmy Wins for a Gridiron Approach to 'Game on Cancer'


June 16, 2014 --

ROCHESTER, Mich., June 16, 2014 /PRNewswire/ -- On Saturday, June 14, southeast Michigan based advertising agency, DBA Worldwide, took home 5 Emmy Awards from the National Academy of Television Arts & Sciences Michigan Chapter.

Four of those Emmys were for their outstanding production work on the 'Game on Cancer' commercial that included wins for:

  • Commercial single spot
  • Director post-production
  • Editor short form
  • Photographer short form

Another noteworthy Emmy win was for their commercial campaign Hungry Howie's: Ad Guys 2014.

In 2013, an interesting partnership was made to create Detroit's ultimate team: NFL's Detroit Lions and Henry Ford Health System.

The duo is trying to make a difference in Michigan's fight against cancer. This partnership effort is planning to raise $15 million during its three-year campaign to help further lifesaving cancer research for the Josephine Ford Cancer Institute.

DBA Worldwide created an integrated campaign and commercial to support the initiative.

"These were no actors or stuntmen, we utilized 60 football players from the semi-pro football team, Detroit Seminoles, who endured being soaking wet in the freezing cold for two nights, 12 hours each day," said Christian Stoehr, Director of Production for DBA Worldwide.

He further noted, "While the rain was created by the use of water hoses, every grunt, moan and slam was real. We used the epic gridiron battle to bring validity and reality to the constant fight of cancer."

In the beginning of the video, "Team Cancer" has the ball, but the Lions deliver tackle after tackle until they cause the fumble that becomes the turning point in the fight against cancer. Legendary former Detroit Lion, Herman Moore, is featured as the coach.

Throughout the story, the tone is aggressive toward Team Cancer - and we aren't afraid to trash talk. It's time to let cancer know: it's #GameOnCancer!

Henry Ford Health System launched the campaign during the Lion's October 2013 Cancer Awareness home game against the Cincinnati Bengals on Oct. 20, with an in-stadium experience and media support. This included television commercials, outdoor boards, radio, print, digital ads and social media.

Cancer survivors helped fill the stadium seats wearing pink cancer awareness t-shirts provided by Henry Ford Health System, while twirling "Game on Cancer - Wave Cancer Goodbye" hand towels. This was a crowd filled with emotion, empathy and support, but with the aggression and stamina to continue the "fight."

To learn more about the campaign, visit:

Jennifer Payne
DBA Worldwide
(248) 402-5028

DBA Worldwide is an advertising and marketing agency that specializes in community-driven brands with a common desire to lead and improve the human condition.

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SOURCE DBA Worldwide

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