London International Awards
2022 Winners and Finalists
Gold
Pharma & Medical
Pharmaceuticals and Vaccines Campaign
Entrant: | AREA 23, an IPG Health Company, New York |
Brand: | NTMFacts |
Title(s): | "Animated Anthology", "Trapped", "Unbreakable", "Contagious" |
Corporate Name of Client: | Insmed Incorporated |
Pharmaceutical Company: | Insmed Incorporated, Bridgewater, NJ |
Agency: | AREA 23, an IPG Health Company, New York |
Chief Creative Officer: | Tim Hawkey |
Group Creative Directors: | Chris Bernesby/Joe Capanear |
SVP/Creative Director: | Eduardo Tavares |
Creative Directors: | Harrington/Vinicius Costa/Lucas Camargo/Guto Terni/Humberto Avelar |
VPs/Associate Creative Directors: | Jennifer Harrison/Ronnie Caltabiano |
Associate Creative Directors: | Kristen Bell/Corinne Feight/Arthur Daraujo |
Senior Copywriter: | Sasha Mishkin |
Art Directors/Supervisor: | Márcio Bueno/Daniel Klock |
Senior Integrated Producer: | Kevin Mullucks |
Executive Producer: | Marcus Lansdell |
Head of Production: | Vanderlei Santana |
SVP/Group Director, Broadcast Production: | Chinkara Singh |
Agency Account Director: | Jack O’Shaughnessy |
VP/Management Director: | Martha Simpson |
Production Companies: | Roof Studio, New York/Passion Pictures, London |
Director: | Anna Mantzaris |
Executive Producers: | Alejandro Lepez/Belle Palmer |
Producer: | Thiago C.P. Oliveira |
Line Producer: | Steven Riley |
Finishing Executive Producer: | Stephanie Norris |
Rigging: | Danilo Pinheiro |
Look Development Lead: | Gustavo Rangel |
Storyboard: | Estevao Chromiec |
Character Supervisor: | Augusto Borges |
3D Lead: | Heber Conde |
Animation Companies: | Roof Studio, New York/Passion Pictures, London |
Animation Lead: | Bruno Celegao Monteiro |
Compositing: | Guilherme Ferreirinha |
Design Secondary Company: | Catun Studio, Ho Chi Minh City |
Sound Design Company: | Jamute, São Paulo |
Sound Designer: | Anna Mantzaris |
Audio Engineer: | Roman Zeitlin |
Post Production Audio Mixing and Final Conform Company: | Crew Cuts, New York |
Conform Artist: | Del Porter |
Post Production End Card Company: | Fuze Image, Curitiba |
Music Production Company: | Jamute, São Paulo |
Music Composer: | James Pinto |
Musicologist: | Dan Dixon |
Description:
“Trapped” is the reimagining of Beth’s story using stop motion animation. Prior to being diagnosed, Beth’s NTM trapped her in an endless cycle that took a toll on her personal and professional life. She felt like she couldn’t break free from the disease’s devastating symptoms.
“Unbreakable” tells the story of Barbara, characterized as a bunny in a CGI world. Barbara’s tale illustrates how she went from doctor to doctor, with no one having the right expertise to help. The film chronicles Barbara’s worsening condition and loss of hope, until she finally finds the answer she needs.
“Contagious” was inspired by Debbie’s misdiagnosis journey, brought to life through traditional cel animation and an original song. Unbeknownst to her, NTM was causing Debbie’s repetitive symptoms, which drove away her family and friends because they thought she was contagious.
With physicians ignoring their patients’ complaints for years, we knew that using a patient simply telling her story wasn’t going to make an impact. Instead, we employed the art of storytelling to deliver a breakthrough campaign that got doctors’ attention. The animations demand that doctors identify, diagnose, and treat NTM before their patients pay the price.
We were able to deliver our message to our key physician segments—pulmonologists and infectious disease specialists—and urge them to recognize the symptoms of undiagnosed NTM so they could start testing and treating their at-risk patients for this odious disease.