Best in Show

Judges Comments

“Friedreich’s Back” by 21GRAMS for Biogen was a worthy winner of the Best in Show at the PM Awards 40th Year competition.  This was an exceptional piece of branded storytelling with a true understanding of the patient at the heart of an approach where humour was integral to engaging with an audience living with a rare disease.  

This year, we asked two industry legends, Tracey Brader and Frank Walters, to join our judging panel to help select this year’s Best in Show…

“Too often, we focus on what makes patients ‘different’. But this campaign starts with the person not the disease,” said Tracey. “Many claim to be ‘patient-centric’ but this campaign is ‘human-centric’ – and speaks to people for all they are, not through the lens of their illness. And if it brings a smile to them, and those that care for them, rather than a wringing of the hands – so much the better.”

Frank added, “it’s brilliant that, after 40 years, agencies and clients continue to kneel at the altar of the big idea.”