Cannes Lions

RA Face the Truth Campaign

ABELSONTAYLOR, Chicago / AMGEN / 2018

Film
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Overview

Entries

Credits

Overview

Description

We know that there are triggers which activate RA and PsA patients towards a tipping point that makes them more likely to take action. These triggers are focused on challenges patients have from both a disease knowledge and management standpoint. Our multi-video approach allows us to focus in on the key triggers, drive them towards relevant engagement and lead them towards a stronger Enbrel consideration.

Mouse) Deliver the alarming news to RA/PsA patients that joint damage is irreversible and cannot be undone

Alarm Clock) Lead RA/PsA patients to their disease tipping point by prompting them to internalize good days vs. bad days

Paint Brush) Tap into the day-to-day symptoms that are top of mind for RA/PsA patients

Execution

Strikingly simple animation teams up with live-action to bring to life the struggle with rheumatoid arthritis in an unexpectedly human, visceral way.

Everyday objects are given unique personalities that represent what life is like in the lives of people with RA.

When you have RA, suddenly your computer mouse isn’t so harmless. And that alarm clock, it can get pretty annoying. Oh, and you can forget about your favorite hobby.

People are then led to learn about their condition and have a more informed conversation with their doctor at their next doctor appointment.

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