Product Promotion (Single Piece)

An eye-catching production featuring a unique combination of projection mapping, medical scans and real-time motion capture tracking.

MRIs can be distorted by movement, but new AI technology makes scanning so quick that motion is no longer a problem. This launch film uses a dance performance and generative animation to showcase the technical achievement of life-speed imaging.

Judges Comments

The Sonic DL™ campaign film is an incredible application of innovative technology, product insight and highly engaging execution. The medium of dance is a fresh, surprising and elegant way to directly communicate the simple product USP—a wonderfully creative, clever and effective use of movement. Dynamic sound design and art direction also contributed to this beautifully crafted film, while utilising 3D projection mapping was an excellent and relevant choice due to the benefits of the product.

Judges were wowed, saying this was like a music video with execution that was “cool and on-point perfect—loved every second of it.” Deemed to be a real stand-out entry, the engaging concept was followed through to final execution with great impact and panache, perfectly showcasing the uniqueness of this product. Overall, this campaign film was a brilliantly executed idea—well thought out, choreographed and brought to life—bringing together originality, relevance, impact and creativity, all in one package.

Paul Foster, Atomic

Siobhan Blooms tells one patient’s emotional journey with TGCT, a rare condition that causes tumours to grow inside people’s joints. Although the tumours can be surgically removed, they often grow back, like incessant weeds.

Set in the world of her favorite pastime (gardening), we see how TURALIO—the only oral treatment for TGCT—helped Siobhan and her garden bloom once again.

During the 14 days of filming, over 850 handcrafted flowers, plants, and towering wild mushrooms were created to bring Siobhan’s enchanting world to life. Light/water effects were applied manually to make the weather, and even changing seasons, feel real.

This video powerfully illustrates the challenges faced by individuals with epilepsy and the life-altering impact of breakthrough seizures. It begins with a serene scene of a dragonfly in a park, which quickly turns alarming as a young girl experiences a seizure.

The mother’s distress is palpable as the park darkens, symbolising the frightening reality of epilepsy. Rescue medication is administered, leading to a fantastical sequence where a dragonfly provides comfort and escape, highlighting the importance of immediate treatment.

The narrative of the video underscores the risks associated with prolonged, acute, convulsive seizures (PACS), such as memory impairment, learning disabilities, behavioural disorders, and coma.

To portray the chaos and influx of activity that HCPs associate with the winter months, RSV season is depicted as a cyclone tearing through a waiting room.

However, with a new preventive option for RSV for all infants now available, the HCP is the hero of the story by proactively intervening and reducing the impact of the season on their practice and their patients.

ADHD is often missed or misdiagnosed in adults and, if untreated, has profound life-changing consequences. For example, adults with untreated ADHD have a 400% greater chance of losing their job than those who don’t. We put forward the life consequences this can have, presenting it in simple truth: Spotting ADHD can be life-changing.

Arriving for a new position? Or another job evaporating away?

Based on real-life insights, we created ambiguous stories, leaving it to the viewer to unravel whether the situation presented has a positive or negative context. And that could be down to whether their ADHD was spotted in time.

Brief:
Inadequate sleep is a huge problem for children with autism. It reduces their ability to function, disrupts their lives and causes behavioural problems. Slenyto is a prolonged-release melatonin that improves daytime behaviour by helping children with autism—and their families—sleep through the night.

Solution:
By creating a cute, but very irritating monster, we brought to life just how tough it can be for children with autism, without demonising the condition itself.

Execution:
Our second press ad focused on how the Sleep Thief causes havoc for children and their families during the day, by keeping them up at night.

GSK Vaccines has protected over 60 million babies during the last 20 years against six serious childhood diseases.

To celebrate this milestone, we launched an emotive film speaking directly to HCPs. We developed a concept that represented every baby who had received the vaccine in the last 20 years. Taking the audience on a beautiful journey, where each dot represents a baby’s life protected.

By collecting a myriad of facial data, this was fed into innovative AI technology where computer algorithms created shape-shifting sculptures of these babies and we get to see the portraits in their entirety.

Healthcare professionals choose vaccines like GSK for infant rotavirus protection, emphasising its unique fully human-based design. Our film showcased this through a studio-created shadow art performance, intricately choreographed to depict viral particles and antibodies using human bodies.

Aimed at engaging busy HCPs with both informative and entertaining visuals, the live performance art was synchronised to music, offering a theatrical experience. Designed for global adaptability, from Vietnam to France, the use of human shadows served as a universal language, making the scientific workings of GSK Vaccines accessible and relatable across diverse cultures.

Endometriosis is a long-term gynaecological condition affecting around 10% of women. The most common symptom is severe chronic pelvic pain, a devastating pain that can impact the full spectrum of women’s lives.

Based on this insight, we created ‘Good Pain’. A concept that flips the perception of pain from a life-limiting condition, to a positive consequence of doing something you enjoy. Whether that’s the gratification of an intense workout, or the intensity of a deep tissue massage, our film highlights Ryeqo’s offer to women—that pain can be something experienced on their terms.

Working with Gedeon Richter to launch Ryeqo’s endometriosis indication, we prioritised an emotional launch video targeting gynaecologists and GPs.