London International Awards
2022 Winners and Finalists
Regional Health & Pharma Network of the Year: North America
IPG Health
Silver
Pharma & Medical - Craft
Art Direction Campaign
| Entrant: | AREA 23, an IPG Health Company, New York |
| Brand: | The Gout Revisited Project |
| Title(s): | "The Gout Revisited Project", "The Gout Revisited Project", "The Gout Revisited Project", "The Gout Revisited Project", "The Gout Revisited Project", "The Gout Revisited Project" |
| Corporate Name of Client: | Horizon Therapeutics |
| Pharmaceutical Company: | Horizon Therapeutics, Chicago |
| Agency: | AREA 23, an IPG Health Company, New York |
| EVP/Chief Creative Officer: | Tim Hawkey |
| EVP/Executive Creative Director: | Jason Graff |
| EVP//Group Creative Director: | David Adler |
| SVP/Group Creative Director: | Eduardo Tavares |
| SVPs/Creative Directors: | Steve Hennisch/Dan Cohen |
| Associate Creative Directors/VPs: | Samantha Cheirif/Dorothy Philippou |
| Associate Creative Directors: | Erik Clancy/Agustin Chung |
| Group Copy Supervisors: | Zach Federbush/Ben Birdie |
| Art Directors: | Christian DeAbreu/Jânio Santos |
| VP, Executive Art Producer: | Nancy Rodriguez |
| EVP, Dir, Experience Design: | Franklin Williams |
| VP, Director Print Production: | Frank LaPort |
| VP, Executive Producer/Content Creator: | Christine Anisko |
| Executive Agency Producer: | Anna Lopez |
| Agency Producer: | Caitlin Boyle |
| Integrated Production Supervisor: | Julie Gumerova |
| Production Companies: | Norte, São Paulo/CANJA Audio Culture, Curitiba/Fuze, Curitiba |
| Post-Production Companies: | Norte, São Paulo/CANJA Audio Culture, Curitiba/Fuze, Curitiba |
| Executive Broadcast Producer: | Jessica Haselkorn |
Description:
These iconic illustrations still appear in medical textbooks, journals, and peer presentations. The ubiquitous images and the biases they perpetuate contribute to gout being underdiagnosed, underprioritized, and undertreated, with negative patient outcomes.
We set out to correct the historical record by updating the original illustrations to reflect the truth. We selected five images portraying gout myths that still impact patient care today—Race, Socioeconomic Status, Diet and Lifestyle, Disease Stigma, and Disease Presentation—and meticulously recreated them by hand. Structural integrity, composition, and brushstroke were carefully replicated. Original paper texture and typography were duplicated, and historical accuracy was ensured.
Recreated versions of the iconic originals were featured in a leather-bound anthology, series of fine art posters, and an immersive website examining sociopolitical history and modern repercussions. The illustrations became teaching tools about patient demographics, disease presentation, and stigma.