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Down and Out Kidney
Agency Area 23, An IPG Health Company / New York + Horizon / Lake Forest + Hornet / New York + Canja Audio Culture / Curitiba
Category
Film
Annual ID
OS22_PH014M
About the Work
Nephrologists care deeply about the kidney. But when it comes to safeguarding the organ from elevated uric acid and gout, and the damage they cause throughout the body, they defer to rheumatologists.
The Down and Out Kidney film challenges this approach. The animated, cautionary tale depicts the toxic relationship between a naïve Kidney and a Uric Acid bully, and shows nephrologists the devastation that can befall the entire body when the Kidney fails to keep Uric Acid in check.
The film launched during National Kidney month, in March on a microsite that further fleshes out the story of gout and the kidney. It includes disease information, data and dives deeper into the idea behind the film: that elevated uric acid starts and ends with the kidney.
With a rare mixture of science and storytelling, Down and Out Kidney sparks empathy and compels nephrologists to reconsider the damage uric acid can do to the entire body.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Area 23, an IPG Health Company / New York
Client / Brand
Horizon / Lake Forest
Production Company
Hornet / New York
Music / Sound Production Company
Canja Audio Culture / Curitiba
Chief Creative Officer
Tim Hawkey
Creative Director
Leah Kabrhel
Steve Hennisch
Director
Dan Abdo
Jason Patterson
Executive Creative Director
Jason Graff
Group Creative Director
David Adler
Producer
Jack Hogan
Marketing Director
Julie Hernandez
Musical Director
Eduarda Karas
Filipe Resende
Lucas Sfair
Matheus Brandão
Senior Marketing Director
Michael Nagro
Vice President, Marketing
Ingrid McPhilliamy
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