Cannes Lions

ACTEMRA INTERACTIVE FILM

SUDLER & HENNESSEY, London / ROCHE / 2016

Film
Supporting Images

Overview

Entries

Credits

Overview

Description

An interactive film that puts the power to change the story in the hands of the HCP. This is actually 2 films running in parallel and the HCP can switch between the world of poorly-controlled RA with methotrexate side effects AND the world of well-controlled RA thanks to Actemra monotherapy. We felt that the only way to challenge entrenched behaviour was to get the HCP to do something versus just showing them something.

NOTE: please click on the supplied URL to play (and interact) with the film. Press the A key to 'change the story'

Execution

We shot the film during the photoshoot for the new campaign. Each 'problem' shot has a corresponding 'solution' shot; all these shots were carefully planned and measured to ensure smooth transition from the problem to solution. This helped to convey how RA affects the ability to do simple, everyday things involving the hands and movement.

The film was shot, along with the stills shoot on a 2-day shoot in Madrid early in 2015.

Outcome

The film was a big hit at EULAR - with delegates queuing to interact with it. This then allowed reps at the booth to engage in a discussion around the use of methotrexate and the benefits of Actemra monotherapy. After this success at EULAR, the film was made available to reps for use during sales calls, and it was used during internal awareness days within Roche.

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