Cannes Lions

No Defense – Louis

AREA 23, AN FCB HEALTH NETWORK COMPANY, New York / INSMED INC / 2019

Digital Proof JPG
Demo Film
Digital Proof JPG

Overview

Entries

Credits

Overview

Background

The target audience of this campaign is US-based pulmonologists—respiratory specialists who have long been struggling with treating Mycobacterium avium complex (MAC) lung disease.

Execution

HCPs have long been fighting a losing battle against MAC lung disease. That is, until now. In Fall 2018, Insmed launched the first FDA-approved treatment specifically designed to treat MAC lung disease—ARIKAYCE.

We partnered with a top CGI vendor to a create a unique take on iconic and easily recognizable characters. We chose 3-D CGI because we knew that in order for our audience to feel the campaign’s full impact, the level of detail was critical. We wanted the audience to see the fear in the character’s eyes, to smell the sweat on their brows, to be able to imagine how the wood of the stake would feel in their own hands. Working closely with the CGI artist, we believe we’ve created a campaign that solidifies the purposeful design and powerful efficacy of ARIKAYCE in the minds of HCPs.

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