Film, Animation & Video
With grateful thanks to our sponsor
Catiolanze—Bringing Adherence to Life
In a category crowded with clinical messaging, our film brought bold differentiation through Gary the Gecko, an animated metaphor symbolising emulsion and adherence. This creative vehicle transformed complex scientific insights into a memorable, emotionally charged narrative.
Featuring a droplet that becomes Gary, the film was deployed across digital platforms, HCP events, and eDetailing, achieving standout recognition and recall. The campaign exceeded expectations with a 16% initiation in Germany, 85% HCP intent to increase use in Spain, and strong qualitative feedback. The animation served as a strategic storytelling tool that delivered measurable impact while elevating brand relevance.
Judge’s Comments
Gary the Gecko decidedly won the judges’ vote for Gold. Solid insights, beautifully executed and creative ad film and—in a exceptionally competitive market that includes a high proportion of generic prescriptions—pulling through to a successful launch commercially.
Judges liked the tactical approach of film and animation first, to inform and integrate through to the broader campaign. They thought the Gecko’s animation illustrated the product benefits in a clever, considered way with numerous other details relevant to the brand. Importantly, the film’s concept creates a ‘feel’ that can influence all their events and other materials, e.g., the jungle theme and gecko on the detail aid, giveaways, etc. It’s fun, but it’s also all relevant and achieves a distinct identity.
Judges particularly enjoyed the thought-out presentation by the team that was supported by a crystal-clear idea to differentiate the product, easily understanding why there was so much buy-in internally. Resulting in a memorable and clever way of bringing the product benefits to life, that resonated with HCP audience.
Kathryn Bennett – TVF
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By authentically representing people living with obesity and emphasising community support, the campaign resonated deeply with target audiences and drove a 20% growth in patient—HCP weight management conversations.
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