Cannes Lions

LIVING

BRISTOL MYERS SQUIBB, Lawrenceville / BRISTOL MYERS SQUIBB / 2023

Film
Digital Proof JPG
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Supporting Images
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Overview

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Credits

Overview

Background

Pharmaceutical companies increasingly have the opportunity and need to communicate directly with consumers. It was important for us to illustrate our industry-leading patient-centric approach, using science to transform lives. The storytelling agency was briefed to take patient stories (typically vignettes) to a new level by making a moving documentary that could be used both internally and externally. With the objective of clearly differentiating our company, the documentary allowed audiences to witness the authenticity of our patient-centric mission. Instead of promoting products or the company, we prioritized a more impactful storytelling strategy that illuminated that patients truly are at the forefront of our company. Counter-intuitively, this realness allowed audiences to connect with our company in a nonconventional way that fosters true human connection and brand affinity.

Execution

After a five-year remission, Lorena was once again diagnosed with lung cancer. Throughout her difficult journey, Lorena has found solace and support through her close friendships, particularly with her longtime ally, Eugenia. Eugenia introduced Lorena to the transformative benefits of equine therapy, which has helped her navigate her illness's emotional and physical struggles. This photograph captures a poignant moment during one of Lorena's equine therapy sessions, in which she expresses a range of emotions, including tears of gratitude. The photo was taken manually on a medium format camera with a digital back, providing exceptional definition and color accuracy. The photographer, who had recently returned from the war in Ukraine, brought a unique photojournalistic style, capturing the scene entirely in natural light. The image offers an intimate look at a resilient patient overcoming disease, showcasing the healing power of equine therapy and the importance of friendships in navigating life's challenges.

Outcome

LIVING was first shown internally to over 30,000 global employees. The feedback was overwhelmingly positive, with employees expressing how deeply impacted they were by the film. Most felt inspired to connect the work they do every day to the real stories of the patients they are serving, creating new levels of engagement through conversation within the company and a deeper commitment to continue using science to transform lives. While this type of work normally would be seen internally, it was designed to reach external audiences by employing high-level storytelling craft. The film has now been seen by people around the world, earning company exposure to new audiences, building brand recognition, and, most importantly, creating a bridge of empathy to anyone who may be facing disease. Of note, patient advocacy groups around the world are beginning to use this film to facilitate thematic discussions on hope and resiliency.

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