Cannes Lions

Zacs Play Day

CDM NEW YORK, New York / BIOGEN / 2018

Awards:

1 Silver Cannes Lions
1 Shortlisted Cannes Lions
Presentation Image
Demo Film
Digital Proof JPG

Overview

Entries

Credits

Overview

Execution

Illustrating Zac’s Play Day was about more than telling the story of a zebra going to the playground—it was about accurately depicting a disease. And spinal muscular atrophy (SMA) is a disease with many visual nuances—from weakened, atrophied leg muscles to the degree of which a head can turn.

We worked with an accomplished children’s book illustrator to represent the disease authentically, using reference materials to inspire our depiction of how a child uses a Bi-Pap machine, the details of a powered wheelchair, and how a family supports an individual with SMA throughout the day.

In illustrating a realistic yet vibrant portrayal of SMA, we can help redefine how those living with it, and around it, think about the disease.

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