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2022 One Show - Pharma

Down and Out Kidney

Agency Area 23, An IPG Health Company / New York + Horizon / Lake Forest + Hornet / New York + Canja Audio Culture / Curitiba




Annual ID


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




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

Executive Creative Director

Jason Graff

Group Creative Director

David Adler


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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