London International Awards
2022 Winners and Finalists
Regional Pharma Agency of the Year: North America
AREA 23, an IPG Health Company
Silver
Pharma & Medical - Craft
Animation
| Entrant: | AREA 23, an IPG Health Company, New York |
| Brand: | CYRAMZA |
| Title: | "The Momentous Moments of Max and Maxine" |
| Corporate Name of Client: | Eli Lilly and Company |
| Agency: | AREA 23, an IPG Health Company, New York |
| Worldwide Creative Partner : | Fred Levron |
| Chief Creative Officer: | Tim Hawkey |
| Group Creative Directors: | Chris Bernesby/Joe Capanear |
| Creative Directors: | Erica Byrnes/Danielle Burke |
| Associate Creative Directors: | Ronnie Caltabiano/Jessica Taylor |
| Group Art Supervisors : | Kinga Jutkiewicz/Evan Schmidt |
| Executive Producer, Broadcast Production: | Anna Lopez |
| Group Director, SVP, Broadcast Producer: | Chinkara Singh |
| Senior Broadcast Producer : | Anthony Ramirez |
| Production Companies: | Hornet Studios, New York/We Are Walker, Brooklyn/Jamute, São Paulo |
| Director: | Peter Sluszka and Team |
Description:
This is the story of a man and his granddaughter who get lost in their imaginations, enjoying the little things that make up their day.
Max is fighting advanced cancer, but he’s able to lose himself fully in a day of play with Maxine, so much so that it feels like he’s a kid again. During this imaginative romp, they wander the daffodil kingdom, scramble on top of toadstools, attend a surprising opera performance, nab courtside seats at a fantastical basketball game, and embrace life to the fullest—despite the whirlwind of advanced cancer looming in the back of Max’s mind.
Max embodies the deep commitment to enjoyment of life that we know patients with cancer want for themselves—it’s what enables both Max and our patients to continue to fight, day in and day out, for their lives.