ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Unbreakable
Agency Area 23, An IPG Health Company / New York + Insmed Incorporated / Bridgewater + Jamute / São Paulo + Roof Studio / New York
Category
Craft in Motion / Film / Animation
Annual ID
ADC101_MOT004G
About the Work
People suffering from undiagnosed NTM lung disease aren’t being heard by their doctors. Their complaints about painful and disruptive symptoms are getting ignored, leaving them misdiagnosed for years. We needed to get their doctors’ attention. So, we employed the art of storytelling to deliver their message directly to doctors through a breakthrough campaign that finally communicated how hard it is for NTM patients to live without a diagnosis.
We paired real NTM patients with animators from around the world to create one-of-a-kind, original films that communicate the long, difficult journey to an NTM lung disease diagnosis. The animations demand that doctors identify, diagnose, and treat NTM before their patients pay the price.
“Unbreakable” tells the real-life patient story of Barbara, characterized as a bunny in a full color CGI world. Barbara’s tale illustrates how she was referred from doctor to doctor, therapy to therapy, and misdiagnosis to misdiagnosis, with no one having the right expertise to help. The trajectory of the film showcases Barbara’s worsening condition and her loss of hope, until she finally finds the answer she’s been searching for.
This story is told through rich and poetic visuals that use fantastical layers to pave the way to tackling deeper concerns. Due to the bunny’s size and POV, everything needed to be painstakingly detailed and fully textured.
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.
2022 Awards
Total Points: 45
Gold Cube
Credits
Agency
Area 23, An IPG Health Company / New York
Client / Brand
Insmed Incorporated / Bridgewater
Production Company
Roof Studio / New York
Music / Sound Production Company
Jamute / São Paulo
Post Production Company
Crew Cuts / New York
Chief Creative Officer
Tim Hawkey
Composer
James Pinto
Creative Director
Arthur Daraujo
Corinne Feight
Kristen Bell
Jennifer Harrison
Executive Producer
Belle Palmer
Chinkara Singh
Stephanie Norris
Alejandro Lepez
Marcus Lansdell
Group Creative Director
Joe Capanear
Chris Bernesby
Eduardo Tavares
Producer
Kevin Mullucks
Vanderlei Santana
Account Team
Jack O’Shaughnessy
Martha Simpson
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