London International Awards
2022 Winners and Finalists
Regional Health & Pharma Network of the Year: North America
IPG Health
Silver
Pharma & Medical - Craft
Illustration
| Entrant: | AREA 23, an IPG Health Company, New York |
| Brand: | The Gout Revisited Project |
| Title: | "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:
Our transformations covered many themes, including: •Disease Presentation: Gout is not just in the foot. We revealed that gout is systemic and impacts vital organs •Stigma: Patients are historically depicted as monsters. We humanized the gout patient to reflect that every patient deserves dignity and empathy •Race: Gout is always depicted in white men. We updated the imagery to reflect the fact that Black women are truly at greater lifetime risk
Deference was paid to maintaining the structural integrity of each original image. Composition, style, and brushstroke were carefully replicated. Original paper texture and typography were duplicated, and historical accuracy was ensured.
A leather-bound art book was created featuring the illustrations, correcting the historical record of gout.