Join The Girls - Technical Director / Designer
The first ever ‘Musicommercial’ was launched to promote Tesco and Cancer Research UK’s Race for Life – the UK’s largest women-only fundraising event series.
Cancer Research UK teamed up with a host of celebrities and stars of the West End stage to present ‘Join the Girls’, a compressed musical theatre performance that tells the story of Race for Life in under six minutes. The musical toured major cinemas across the UK, before the screening of various ‘chick flicks’. It created a live musical advert that entertained audiences at the same time as encouraging women to sign up for their nearest event and to raise money to help beat cancer.
'Join the Girls' stared a different celebrity in each region, launching in London with Michelle Heaton and TV presenter Jeff Brazier, both of whom have close connections to the cause. The celebrities were joined by ambassadors in each region who have been touched by cancer. They were backed by a core cast of West End performers who have had lead roles in several major musicals including Oliver and Chicago.
Natasha Dickinson, head of Race for Life, said: “I’m not sure what Gershwin, Sondheim or Lloyd Webber would think, but we are excited to be pioneering this new medium where art meets advertising to promote Race for Life 2011. We believe that ‘Join the Girls’ is a fun and entertaining way to spread the word about Race for Life and we hope it will encourage women to sign up to their nearest event this summer. We want to make this year’s Race for Life series the biggest yet and raise more money than ever to help beat cancer.”
Michelle Heaton added: “It was great fun getting involved in the musical, I couldn’t believe how much they packed in to six minutes! I know audiences across the UK are going to have such a laugh watching ‘Join the Girls’, and will be inspired to take part in Race for Life this summer. My message to women out there is you don’t have to run it, you can even sing your way around the course if you want. But just make sure you take part so we can raise as much money as possible for Cancer Research UK’s life saving work.”
Cancer Research UK teamed up with a host of celebrities and stars of the West End stage to present ‘Join the Girls’, a compressed musical theatre performance that tells the story of Race for Life in under six minutes. The musical toured major cinemas across the UK, before the screening of various ‘chick flicks’. It created a live musical advert that entertained audiences at the same time as encouraging women to sign up for their nearest event and to raise money to help beat cancer.
'Join the Girls' stared a different celebrity in each region, launching in London with Michelle Heaton and TV presenter Jeff Brazier, both of whom have close connections to the cause. The celebrities were joined by ambassadors in each region who have been touched by cancer. They were backed by a core cast of West End performers who have had lead roles in several major musicals including Oliver and Chicago.
Natasha Dickinson, head of Race for Life, said: “I’m not sure what Gershwin, Sondheim or Lloyd Webber would think, but we are excited to be pioneering this new medium where art meets advertising to promote Race for Life 2011. We believe that ‘Join the Girls’ is a fun and entertaining way to spread the word about Race for Life and we hope it will encourage women to sign up to their nearest event this summer. We want to make this year’s Race for Life series the biggest yet and raise more money than ever to help beat cancer.”
Michelle Heaton added: “It was great fun getting involved in the musical, I couldn’t believe how much they packed in to six minutes! I know audiences across the UK are going to have such a laugh watching ‘Join the Girls’, and will be inspired to take part in Race for Life this summer. My message to women out there is you don’t have to run it, you can even sing your way around the course if you want. But just make sure you take part so we can raise as much money as possible for Cancer Research UK’s life saving work.”
