The campaign, called "Life Building", uses a series of long copy ads that communicate the charity's founder Maggie Jenck's positive philosophy about fighting cancer, with headlines such as "We don't believe in cancer sufferers" and "Feel more like a person and less like a patient".
Laura Lee, chief executive of Maggie's, said: "We are unlike most other charities both in terms of what we offer and how we think, and Albion has captured the essence of this."
The ads were created by Albion creative directors Matt Gibbins and Nick Darken and art directed by Nick Flugge.
The campaign will be heavily promoted in the Evening Standard, which has championed Maggie's in the build-up to the launch of their new centre at Charing Cross Hospital, due to open in 2006.
Seperately, Albion has won the UK brief for Skype Technologies, the global internet-based telephony service, as it looks to build a major presence in the UK to promote its free, internet-based voice calls service.
Albion has been briefed to produce a number of animated viral movies. There will also be online and press advertising, which will run in 10 countries worldwide.
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