Work

Jimmy Fund

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At Cronin, we believe that the truth can be the most powerful sales tool a brand possesses. And that’s never been more true than with the work we’ve done for the Jimmy Fund over the years. 

The Jimmy Fund (the world-renowned fundraising arm of the Dana-Farber Cancer Institute) has been producing film trailers for nearly 70 years – some featuring such entertainment icons as Bing Crosby, James Cagney and Spencer Tracey.  When they called on us to help, we moved them from “star power” to the power of truth.

Our first film trailer told a true story of compassion and courage and the remarkable bond between iron workers and young cancer patients.  And, then a few years later, we continued the story by featuring a patient from the original trailer as he volunteers at the same hospital that saved his life. 

Shown during the peak summer movie season in 250 theaters up and down the East Coast, our initial trailer resulted was the most successful Jimmy Fund film trailer ever. The piece has been awarded numerous national and international awards, including Mobius, AICP and New York Festivals.

 

WORK THAT WORKS 

1.7 MILLION

donations collected in first 6 weeks

“Strong As Iron” Film Trailer
 
“Stronger Than Ever” Film Trailer