The One Show
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Category
Annual ID
OS22_PH020M
About the Work
Secondary Progressive Multiple Sclerosis (SPMS) currently takes years to diagnose. There’s no easy test for it. Instead, you must look for the subtle signs of disease progression. It’s why so many SPMS diagnoses get missed. And the longer they’re missed, the more irreversible brain damage patients suffer. We needed to do something that stuck in the minds of neurologists, compelling them to look for early SPMS signs. The ‘Slow The Burn’ campaign demonstrates just how damaging SPMS can be to patients’ minds. We used real wax candles alongside patient photography to burn into neurologists’ minds the importance of diagnosing and treating SPMS early.
The photography direction was for each model to convey a different emotional symptom, such as 'walking into a room a forgetting why you went in there' or the 'sadness that comes with watching yourself slowly get worse but not knowing why'. To create the final image, real melting candle were shot and seamlessly composited to give a visceral effect. Warm, top-down, lighting was cast upon our models to complete the effect.
All visual communication was centered on shining a light onto a condition that can deteriorate people's minds. The burning candle was deliberately made to be the brightest element on the page - drawing your eye straight to the problem. The melting of the candle demonstrated the brain deterioration that can often lay unseen in SPMS. The headline and body copy coupling are deliberately disjointed and faded to communicate the confusion and loss often felt by this condition.
The photography direction was for each model to convey a different emotional symptom, such as 'walking into a room a forgetting why you went in there' or the 'sadness that comes with watching yourself slowly get worse but not knowing why'. To create the final image, real melting candle were shot and seamlessly composited to give a visceral effect. Warm, top-down, lighting was cast upon our models to complete the effect.
All visual communication was centered on shining a light onto a condition that can deteriorate people's minds. The burning candle was deliberately made to be the brightest element on the page - drawing your eye straight to the problem. The melting of the candle demonstrated the brain deterioration that can often lay unseen in SPMS. The headline and body copy coupling are deliberately disjointed and faded to communicate the confusion and loss often felt by this condition.
2022 Awards
Total Points: 3
Merit
Credits
Agency
21GRAMS / London
Chief Creative Officer
Frank Mazzola
Tom Richards
Composer
Rich McCoull
Creative Director
Tom Wordley
Editor
David Scott
Group Creative Director
Gregor Findlay
Kevin Colquhoun
Associate Creative Director
Jon Webb
Developer
William Stride
Retoucher
Barry Craig
Senior Designer
Tim Fletcher
Technical Lead
Alexander Shellard
Assistant
Matt Reay
Case Study Editor
Nick Mason
EVP, Head of Client Services
Oli Burnham
Group Creative Production Director
Simon Kemp
Head of Artwork
Richard Bagley
Medical Writer
Hiram Amin
Model Maker
Ben Millar
Model Studio
Millar's Models / Enfield
Music Studio
The East Wing / London
Photographer/Director
Alex Telfer
Photography Studio
Alex Telfer Photography / London
Senior Account Associate
Harry Keeling
Senior Account Manager
Sitara Pappachan
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