Best Advertisement or Campaign for a Company or Initiative

It was critical to the success of Dermavant’s first product launch that HCPs had a thorough understanding of the MoD in psoriasis — specifically the role of the aryl hydrocarbon receptor (AhR).

So, we created Skin City: medical education as you’ve never seen it before. There are no medical illustrations here. You won’t see any 3D-rendered molecules or hear a scientific voice-over. We wrote an action-packed story dramatising the plight of the cells and systems involved in psoriasis.

Set in a noir-inspired world where chaos rules and the bad guys are winning, Skin City makes science cinematic.

Judges Comments

A memorable event that looked both informative and fun, boldly shaking up the way medical education can and should be done. I’m sure dermatologists would have welcomed a new way of explaining the mechanism of disease story and the sponsor will no doubt be remembered for a long time, thanks to this campaign.

A highly original and expertly delivered campaign.

Teva’s Humanizing Health Awards are designed to celebrate initiatives that go beyond medicine to bring a “human touch” to care. In order to encourage applications for the 2022 awards, we needed to create a campaign that would capture hearts and minds.

Through research we uncovered a powerful insight around “the healing power of awe” and from there delivered an emotive film telling the story of a young woman with cancer, whose world is momentarily brightened by the appearance of a series of performers on her chemo ward.

Bayer have a commitment to help people with retinal diseases see a better life. To truly demonstrate this, we worked with four visually impaired photographers and Shutterstock Studios to create short films and eight photographs that resembled eyes (called EYE-SIGHTS) as their tribute to eyes and Bayer’s commitment in ophthalmology. All content was shared across social media and hosted on Instagram.

Bayer also sponsored a new “EYE-SIGHTS” category for the International Agency for the Prevention of Blindness (IAPB) World Sight Day 2022 Photo Competition, where two of the photographers were judges. Prints will be auctioned to support the IAPB.

Accord produces over 5.3 billion tablets to pharmacists every year in the UK and Ireland and has four manufacturing and distributions sites. They are big. But their focus is always on the customer.

So we created a short film featuring a miniaturised Accord world in the back office of a pharmacy — a fun and playful metaphor to show Accord is built around the needs of the pharmacist so that they can do their job; help patients.

The NHS is under pressure to provide more environmentally friendly healthcare. Switching asthma patients from pressurized metered-dose inhalers (pMDIs) to dry-powder inhalers (DPIs) has been identified as a way to achieve this. However, one device type isn’t suitable for all patients.

To prevent HCPs from switching at the expense of patients’ health, Chiesi created a campaign to inform them of their soon-to-launch low-carbon inhaler, which would allow patients to continue benefitting from their pMDI without impacting the environment. The campaign centred around a film that used the fourth wall technique, interrupting a training video to deliver the powerful message.

We turned the body into a factory where arteries and veins have factory components, such as conveyor belts, cogs and valves.

In our campaign, we follow the journey of cholesterol through the body until a mechanical malfunction happens at the Cholesterol Efflux area that disrupts cholesterol’s transportation through an artery. This leads to a major build-up of cholesterol in the artery wall and a subsequent breakdown in the heart.

The Cholesterol Factory has allowed cardiologists to experience what happens when cholesterol efflux malfunctions, educating them about the impact it can have on their patients.