The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Pharma


Agency Area 23, An IPG Health Company / New York + Roof Studio / New York + Jamute / São Paulo + Insmed Incorporated / Bridgewater NJ

Client Insmed Incorporated/



Annual ID


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. “Contagious” was inspired by Debbie’s misdiagnosis journey. Even though she didn’t know it at the time, NTM was causing Debbie’s repetitive symptoms, especially her persistent cough. It made her feel isolated and alone, driving away her family and friends because they thought she was contagious. The film was brought to life as a musical using traditional cel animation. An original song performed by an award-winning Broadway singer bring to vivid life the story of Debbie’s struggle with NTM, taking us through her downward spiral of depression and loneliness. 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.

2022 Awards

Total Points: 3




Area 23, an IPG Health Company / New York

Design Firm

Catun Studio / Ho Chi Minh City

Client / Brand

Insmed Incorporated / Bridgewater NJ

Production Company

Roof Studio / New York
Animatic Studio / Warsaw

Music / Sound Production Company

Jamute / São Paulo

Post Production Company

Crew Cuts / New York


Sasha Mishkin

Chief Creative Officer

Tim Hawkey


James Pinto

Account Team

Martha Simpson

Related Awards





Follow Us