This was a project that we completed while at university as part of winning a live brief.

The gym Les Mills holds an annual Fight Night where corporates with no prior boxing experience square off in the ring against one another to raise money for CanTeen (a foundation for kids with cancer).

Les Mills approached us with a twofold problem. First, boost the sense of competition between the fighters; and second, make Les Mills’ relationship with CanTeen more meaningful than simply a charity-sponsored, corporate event.

We were able to hit both objectives by training the fighters to trash talk each other with the help of a prepared script. But what the fighters didn’t know is that their scripts were generated by asking the CanTeen kids: ‘What would you say to your cancer if you were standing in front of it in a boxing ring?’ 

At the launch of the event, the film reduced a rowdy audience to silence, received a standing ovation and managed to triple donations.