No one has done more to create "a world with more birthdays" than the American Cancer Society. The assignment was to tell the world about this important, life-saving work.

The campaign began by getting dozens of famous musicians to sing “Happy Birthday” on camera. At the same time, artists from around the world created original birthday art inspired by a Cancer Society breakthrough.

Am I Collective took inspiration from the American Cancer Society's fight against second-hand smoke. Thanks to this work, 70% of America is covered by smoke-free laws in public spaces.

Over half a million people have visited the website to shop and learn, and the artwork has helped raise thousands of dollars for the fight against cancer. At the same time, brand awareness has increased and more people than ever before now associate ACS with helping creating more birthdays.