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.
Contagious
Agency Area 23, An IPG Health Company / New York + Roof Studio / New York + Jamute / São Paulo + Insmed Incorporated / Bridgewater NJ
Category
Film
Annual ID
OS22_PH015M
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.
“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
Merit
Credits
Agency
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
Writer
Sasha Mishkin
Animator
Augusto Borges
Guilherme Ferreirinha
Chief Creative Officer
Tim Hawkey
Composer
James Pinto
Creative Director
Arthur Daraujo
Corinne Feight
Jennifer Harrison
Kristen Bell
Paul Harrington
Executive Producer
Chinkara Singh
Marcus Lansdell
Stephanie Norris
Alejandro Lepez
Group Creative Director
Chris Bernesby
Joe Capanear
Eduardo Tavares
Producer
Kevin Mullucks
Vanderlei Santana
Account Team
Martha Simpson
Related Awards
