Cannes Lions

SENIOR CHALLENGE, A STORY OF OVERCOMING

HILL & KNOWLTON ESPANA, Barcelona / BOEHRINGER INGELHEIM / 2015

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387 million people have diabetes worldwide. There have been numerous campaigns around awareness and prevention, but none have been able to reverse the figures, so we needed to provide something truly unique.

Through a series of interviews we successfully identified the real case of a married couple, Mercedes (67 years old) and Paco (70 years old), both with type 2 diabetes, who have irregular control of their disease. We offered them the challenge

of improving this control by modifying their lifestyles through a program supervised by their doctor, a nutritionist and a personal trainer, with objectives agreed with the associations that support the campaign (SED, SEMI, redGDPS, FEDE).

We delivered their story through a 15-minute documentary, using audiovisual language to convert the video into an effective educational tool for patients. The main value of the documentary is that it’s a completely real story: the

content is entirely true, there is no script. We have “captured" a moment in the lives of Mercedes and Paco and the viewer is invited to join them on their 12 week journey the Senior challenge lasted.

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