Best in Show

The Unbearable Home is a window into a shocking reality that ensures dermatologists walk away ready to demand change in hidradenitis suppurativa (HS) disease management.

A small house with a big impact.

 

Judges Comments

This was not an easy decision. Several entries were strong contenders and the quality of work this year has raised the bar. It’s inspiring to see creativity thriving in healthcare marketing, with boundaries being pushed and imaginations stretched. In an industry increasingly shaped by AI and automation, the best creative work still stands out—because it moves us.

It connects.

It tells an authentic story that resonates, whether with patients, healthcare professionals, or the wider public. The most powerful campaigns shouldn’t just inform; they need to inspire action and change perspectives, behaviour and mindset.

The Unbearable Home was an innovative yet simple concept, beautifully crafted and expertly executed, it demonstrates the extraordinary impact of authentic storytelling, a bold and engaging approach that is deeply emotive and impossible to ignore.

Louis Paltnoi, Deputy Head Judge, Inspired Films