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Trapped
Agency Area 23, An FCB Health Network Company / New York + Insmed Incorporated / Bridgewater, NJ, USA + Jamute / Sao Paulo, Brazil + Passion Pictures / London
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Category
Film / Pharma
Annual ID
OS_HW21_010S
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. To finally get doctors’ attention, we paired real NTM patients with animators from around the world to create original films that communicate how hard it is for NTM patients to live without a diagnosis.
“Trapped” is the reimagining of Beth’s story using stop motion animation. Prior to being diagnosed, Beth’s NTM trapped her in an endless cycle that took a toll on her personal and professional life. She felt like she couldn’t break free from the disease’s devastating symptoms, which made her cough constantly and feel fatigued and feverish. These symptoms make up this monstrous contraption, which personifies the shame and embarrassment NTM victims suffer every day. The original track that plays throughout the film reinforces this repetition and madness the main character feels.
With physicians ignoring their patients’ complaints for years, we knew that using a patient simply telling her story wasn’t going to make an impact. Instead, we employed the art of storytelling to deliver a breakthrough campaign that got doctors’ attention. The animations demand that doctors identify, diagnose, and treat NTM before their patients pay the price.
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.
“Trapped” is the reimagining of Beth’s story using stop motion animation. Prior to being diagnosed, Beth’s NTM trapped her in an endless cycle that took a toll on her personal and professional life. She felt like she couldn’t break free from the disease’s devastating symptoms, which made her cough constantly and feel fatigued and feverish. These symptoms make up this monstrous contraption, which personifies the shame and embarrassment NTM victims suffer every day. The original track that plays throughout the film reinforces this repetition and madness the main character feels.
With physicians ignoring their patients’ complaints for years, we knew that using a patient simply telling her story wasn’t going to make an impact. Instead, we employed the art of storytelling to deliver a breakthrough campaign that got doctors’ attention. The animations demand that doctors identify, diagnose, and treat NTM before their patients pay the price.
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.
2021 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Area 23, an FCB Health Network Company / New York
Client / Brand
Insmed Incorporated / Bridgewater, NJ, USA
Production Company
Passion Pictures / London
Music / Sound Production Company
Jamute / Sao Paulo, Brazil
Art Director
Marcio Bueno
Daniel Klock
Chief Creative Officer
Tim Hawkey
Composer
James Pinto
Creative Director
Corinne Feight
Eduardo Tavares
Jennifer Harrison
Ronnie Caltabiano
Kristen Bell
Paul Harrington
Arthur Daraujo
Director
Anna Mantzaris
Executive Producer
Alejandro Lepez
Stephanie Norris
Belle Palmer
Group Creative Director
Chris Bernesby
Joe Capanear
Producer
Steven Riley
Thiago C.P. Oliveira
Product Manager
Kevin Mullucks
Account Team
Martha Simpson
Jack O'Shaughnessy
Group Director, Broadcast Production
Chinkara Singh
Post Production Company (Audio Mixing & Final Conform)
Crew Cuts / New York
Post Production Company (End Card)
Fuze Image Ltda / Curitiba, Brazil
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