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.
Category
AI / Process
Annual ID
ADC102_ART004S
About the Work
Context:
Triple-Negative Metastatic Breast Cancer or TNMC affects 5,000 young women each year in Spain. Many of them die in months after diagnosing. However, it remains invisible and ignored by society and decision makers: while in other European countries it takes only 180 days to approve drugs against TNMC, the Spanish National Health System takes up to 500 days.
The Spanish National Health System prefers to fund drugs for diseases with longer life expectancy. In other words: they prefer to fund more profitable drugs for patients that are not going to die due to their disease. This makes that thousands of MTNBC patients die waiting for a treatment. Despite this hopeless situation, patients do not lose hope to change their situation.
Idea:
Paintings of Hope was aimed to raise awareness about this social problem. So we transformed a disease that no one wanted to see into a medium that educates, generates empathy and we are always willing to look at frontally: art.
By using data visualization to make hope visible, we analyzed the testimonies of three patients through voice analytics to extract their feelings. We encoded them to transform them through AI into sound waves that were interpreted by a robot trained to translate the language of the data into art.
The collection of paintings reflected the dark moments of diagnosis, the tenuous stage of acceptance and the vibrant color of the hope that they have in the fact that the drugs they are waiting for will be approved soon.
Results:
+95.4 millions reach
+€ 7.48 millions earned media value
+45k HCP's reached
After the release the change happened: Paintings of Hope made it to return hope to patients when Parliament approved a 180-day access to drugs
In March 2023, the collection Paintings of Hope will take place in an auction to support research.
2023 Awards
Total Points: 21
Silver Cube
Credits
Agency
VMLY&R Health
Production Company
Jack The Maker
La Boutique77
More Maria
Animator
Nicolás Sierra
Chief Creative Officer
Natxo Diaz
Jaime Mandelbaum
Creative Director
Leonardo Rincon
Account Supervisor
Marta González
Chief Executive Officer
Elvira Arzubialde
Claire Gillis
account director
Ana Richarte
Chief Comms Officer
Suzie Warner
Creative Supervisor
Adrián Poveda
Eduardo Domínguez
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