Cannes Lions
MCCANN HUMANCARE, New York / NOVARTIS / 2016
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This film holds up a mirror to the way people with Heart Failure ignore the rising danger of their condition. It also evokes the eerie “drowning sensation” HF sufferers have experienced and try hard to forget.
Unlike a heart attack, Heart Failure is not a sudden event. It’s a creeping threat that causes fluid to build up in the body and lungs until the sufferer can no longer breathe. Most people who’ve experienced this sensation go to the hospital, but once they’re released, they assume the danger is over. It’s not.
In the film, a man sits in his living room reading his newspaper, completely oblivious to the fact that water is rapidly filling the room around him. The man’s dog is aware of the danger, and tries to alert him, but the man pays no attention. Meanwhile, a voice over delivers some unsettling facts
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