London International Awards
2022 Winners and Finalists
Health & Pharma Network of the Year: IPG Health
Gold
Pharma & Medical
Pharmaceuticals and Vaccines
Entrant: | AREA 23, an IPG Health Company, New York |
Brand: | NTMFacts |
Title: | "Trapped" |
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 Director: | Paul Harrington |
VPs/Associate Creative Directors: | Jennifer Harrison/Ronnie Caltabiano |
Associate Creative Directors: | Kristen Bell/Corinne Feight/Arthur Daraujo |
Art Directors: | Márcio Bueno/Daniel Klock |
Senior Integrated Producer: | Kevin Mullucks |
SVP/Group Director, Broadcast Production: | Chinkara Singh |
Agency Account Director: | Jack O’Shaughnessy |
VP/Management Director: | Martha Simpson |
Production Company: | Passion Pictures, London |
Director: | Anna Mantzaris |
Executive Producers: | Alejandro Lepez/Stephanie Norris/Belle Palmer |
Producer: | Thiago C.P. Oliveira |
Line Producer: | Steven Riley |
Animation Company: | Passion Pictures, Londo |
Post Production End Card Company: | Fuze Image, Curitiba |
Post Production Audio Mixing and Final Conform Company: | Crew Cuts, New York |
Conform Artist: | Del Porter |
Sound Design Company: | Jamute, São Paulo |
Sound Designer: | Anna Mantzaris |
Audio Engineer: | Roman Zeitlin |
Music Production Company: | Jamute, São Paulo |
Music Composer: | James Pinto |
Musicologist: | Dan Dixon |
Description:
To finally get doctors’ attention, we paired real NTM patients with animators from around the world to create original films that communicate how hard it is for NTM patients to live without a diagnosis.
“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, which made her cough constantly and feel fatigued and feverish. These symptoms make up a monstrous contraption, which personifies the shame and embarrassment NTM victims suffer every day. The original track that plays throughout the film reinforces the repetition and madness the main character feels.
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.