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Episode 110: Behind the Entry: Cancer Prevention Discounts
Behind The Entry Podcasts
Want to be part of the new mini-series? Share the untold story behind your favourite work and celebrate the teams and clients who made it happen with a global audience listening in 101 countries. Get in touch today.
📢 Hiring or promoting something useful?
This is the World’s No.1 Marketing Podcast. Chances are your next hire is listening.
💡 Mentorship
Supercharge your career with The Creative Floor Awards Mentorship Programme:
https://thecreativefloor.com/mentorship
📘 Agency Tales: The Book
'The funniest book that's ever been written about the advertising industry':
https://thecreativefloor.com/agency-tales
📚 Seminar
The Common Sense Guide to Great Advertising:
https://thecreativefloor.com/masterclass
🎙️ Behind the Entry: Cancer Prevention Discounts
What if eating better actually cost less?
In this episode of Behind the Entry, we go inside one of this year’s most talked-about ideas, Cancer Prevention Discounts, with Marty Martinez and Sebastian Benitez from Tank Worldwide.
The insight is uncomfortable but obvious. The food that helps you live longer is often more expensive than the food that slowly damages your health.
With cancer the leading cause of death in Canada, and up to 40% of cases considered preventable, the challenge is not awareness. It is behaviour. And behaviour is driven by price. So the team flipped the system.
Working with Broadfork and the Quebec Cancer Foundation, they turned cancer-risk reduction into real grocery discounts. If a food reduces cancer risk by 20%, it is 20% cheaper.
Launched across independent grocers in Ontario and Quebec, the idea made prevention visible, immediate, and hard to ignore. In this conversation, we break down how the idea came together, what almost didn’t make it, and why the simplest ideas are often the most powerful.
Essential listening for anyone interested in creativity with purpose, and the realities behind work that truly matters.
⚠️ Warning: straight-talking, strong language, and may make you feel hungry
Link to case film: https://vimeo.com/1189033593?share=copy&fl=sv&fe=ci
Not all awards are created equal.
🎨 Credits
Agencies & Partners:
TANK Worldwide, MOOCO Studio, Latina, AdiosAdios, Estudios Machina, WPP Media, Jungle Media, Ogilvy Health PR, Fuze Reps, Raina + Wilson
Clients:
Broadfork Produce, Québec Cancer Foundation
Creative Leadership:
Marty Martinez, Sebastián Benítez González, Camilo Monzón Navas, Scott W. Gray, Chris Paleczny
Global Team:
Gabriel Schmitt, Diego Medvedocky, Costanza Rossi, Emma Tonetti, Emiliano Alvarenga, Florencia Kessler, Catrina Ramos, Carolina Suarez Niccolo
View all episodes
By Shaheed Peera
5
33 ratings
Behind The Entry Podcasts
Want to be part of the new mini-series? Share the untold story behind your favourite work and celebrate the teams and clients who made it happen with a global audience listening in 101 countries. Get in touch today.
📢 Hiring or promoting something useful?
This is the World’s No.1 Marketing Podcast. Chances are your next hire is listening.
💡 Mentorship
Supercharge your career with The Creative Floor Awards Mentorship Programme:
https://thecreativefloor.com/mentorship
📘 Agency Tales: The Book
'The funniest book that's ever been written about the advertising industry':
https://thecreativefloor.com/agency-tales
📚 Seminar
The Common Sense Guide to Great Advertising:
https://thecreativefloor.com/masterclass
🎙️ Behind the Entry: Cancer Prevention Discounts
What if eating better actually cost less?
In this episode of Behind the Entry, we go inside one of this year’s most talked-about ideas, Cancer Prevention Discounts, with Marty Martinez and Sebastian Benitez from Tank Worldwide.
The insight is uncomfortable but obvious. The food that helps you live longer is often more expensive than the food that slowly damages your health.
With cancer the leading cause of death in Canada, and up to 40% of cases considered preventable, the challenge is not awareness. It is behaviour. And behaviour is driven by price. So the team flipped the system.
Working with Broadfork and the Quebec Cancer Foundation, they turned cancer-risk reduction into real grocery discounts. If a food reduces cancer risk by 20%, it is 20% cheaper.
Launched across independent grocers in Ontario and Quebec, the idea made prevention visible, immediate, and hard to ignore. In this conversation, we break down how the idea came together, what almost didn’t make it, and why the simplest ideas are often the most powerful.
Essential listening for anyone interested in creativity with purpose, and the realities behind work that truly matters.
⚠️ Warning: straight-talking, strong language, and may make you feel hungry
Link to case film: https://vimeo.com/1189033593?share=copy&fl=sv&fe=ci
Not all awards are created equal.
🎨 Credits
Agencies & Partners:
TANK Worldwide, MOOCO Studio, Latina, AdiosAdios, Estudios Machina, WPP Media, Jungle Media, Ogilvy Health PR, Fuze Reps, Raina + Wilson
Clients:
Broadfork Produce, Québec Cancer Foundation
Creative Leadership:
Marty Martinez, Sebastián Benítez González, Camilo Monzón Navas, Scott W. Gray, Chris Paleczny
Global Team:
Gabriel Schmitt, Diego Medvedocky, Costanza Rossi, Emma Tonetti, Emiliano Alvarenga, Florencia Kessler, Catrina Ramos, Carolina Suarez Niccolo