Film, Animation & Video
With COPD, every exacerbation matters. Each causes irreversible lung damage – yet 40% go unreported. Too often, patients talk themselves out of taking action.
These animations feature two anthropomorphic lungs, personifying the inner dialogue when COPD symptoms worsen. One lung downplays the changes, while the wiser lung insists on action. The animations tackle a serious topic with a lightness of touch, inviting already-scared patients in; not pushing them away. Throughout, the dialogue and body language capture the tension between the two competing instincts – and encourage patients to listen to the more cautious voice.
Judges’ comments
The Film category was highly competitive, with “Talk Yourself into Taking Action” ultimately securing Gold with magically subtle craft producing a tactile aesthetic to represent 3D lungs that were more comforting than visceral, therefore inviting the viewer to look more closely than to turn away. Close collaboration with patients helped ensure the creative was authentic, relevant and deeply resonant with the intended audience, setting it apart from the competition. Character refinement that was well considered in collaboration with HCPs and patient council – along with a very clear creative development process for the look of the characters – made for a very relatable narrative. Judges commented that it was great to see how patient insights and inputs informed the scenarios, motivators and scripts. The resulting films were cohesive, memorable and – coming from a simple strategic anchor – delivered clear call to action. The films gave the overall campaign clarity supported by conversion stats that proved evidence of impact, as well as earning impressive praise from patient organisations engaging with the campaign, over and above the targets.
Judges particularly liked the clarity of this campaign and film, saying the level of care behind the development was exceptional, therefore resulting in a beautiful creative visual that was thoughtfully produced and the result of deliberate collaboration. The “woolly” lungs served as a superb visual metaphor for breathing difficulties, down to the emotions of the lungs being balanced with their respiratory movements. Every aspect of the characters, from their design and animation through to their voices and personal stories, felt so carefully considered. Keeping the patient experience at its centre also ensured the work remained emotionally engaging and purposeful. The internal tug of war was an excellent connector that came from a clear, single insight: a need to reduce the voice of doubt that worries about being a burden. Ultimately, judges felt that the hand-crafted depth of care over the human characteristics combined with the light-heartedness of the film – working as antidote to the fear that COPD patients can have – was a winning blend in this category.
Spinal Muscular Atrophy (SMA) is a rare disease characterised by progressive muscle wasting. When diagnosed and treated at birth, children can live full, independent lives; even a short delay can have devastating, sometimes fatal, consequences.
SMA UK asked for observational footage of young Ollie and his family, but we saw an opportunity for more impactful storytelling. In the film, Ollie, voiced by a child actor, lists the everyday experiences he’ll never have. Beginning on his face, then tracking back to reveal his wheelchair, the dramatic film contrasts his voice with childhood imagery, underscoring the urgency of early diagnosis.
Millions of people live with chronic insomnia, yet many dismiss their symptoms believing they are simply “bad sleepers”.
“Why Insomnia Isn’t Just a Bad Night’s Sleep”, a film created for Idorsia, set out to change that.
Centred on Ruth, a Berlin-based researcher and mother living with chronic insomnia, the film used authentic storytelling and expert insight to reframe the condition as a serious 24-hour medical disorder. Activated across LinkedIn, Facebook, TikTok and YouTube, the campaign drove awareness at scale, achieving 2.4M YouTube views, and outperformed video performance benchmarks across priority audiences including patients and healthcare professionals.
LIVE LIGHTER™ came to life through the Wegovy® pill launch spot, transforming a treatment story into a deeply human film about release, confidence, and self-compassion. Developed on a compressed 6-month timeline, the team reimagined the traditional launch model by aligning strategy, creative, medical, and commercialisation workstreams in parallel, enabling rapid development and day-one deployment.
Extensive research informed the work, including audience and market segmentation, positioning and value proposition validation with consumers and HCPs, quantitative and qualitative creative testing, Al-enabled synthetic persona insights, and TURF analysis across specialties and markets. The campaign was captured across 2 weeks of shooting and designed to move beyond weight-loss outcomes. Across TV, connected TV, digital, social, and programmatic extensions, the film system was adapted for men and women with obesity, deployed in Spanish to reach multicultural audiences, and supported through Dynamic Creative Optimisation to maintain continuity, frequency, and message reinforcement.
