Cannes Lions
RTC, Washington D.C. / BIOGEN / 2013
Overview
Entries
Credits
Description
Our client has developed an extremely effective treatment for a crippling disease — Multiple Sclerosis. But the medication itself can be deadly. So the people who take this medication share a remarkable mindset. Each of them has something worth living for. And they have the unbelievable courage to wake up each day fighting to keep it, regardless of the risks. In short, they’re too busy living to be afraid of dying.
We created these films not to tout the efficacy claims of a pharmaceutical product, but to inspire people with MS to fight the disease any way they can.
Execution
The music track is an original composition by Adam Taylor, composed specifically for this film.
Similar Campaigns
12 items