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.
Category
Craft / Art Direction
Annual ID
OS22_PH024M
About the Work
Some of the most advanced, world-changing and life-saving innovation comes out of the pharmaceutical industry.
And yet, its advertising is notoriously filled with tropes: talking about dire side effects over bright colors, picturesque yet dull lifestyle shots, and talking head testimonials.
So, FreeStyle Libre took a different approach. We treated our continued glucose monitor the way it should be - a breakthrough technology - and showed up in a raw, emotive way.
The visual approach was a hyperbolic metaphor for how people with diabetes feel: constantly bombarded with everyday threats, unknown obstacles and unmet desires staring back at them. We brought this feeling to life via a manic, bold, hyperreal, up close, psychological, visual style never before seen in this category.
The result? A film that broke through the sea of sameness to get thousands of people to feel the transformative effect FreeStyle Libre can have in empowering them to manage their diabetes more confidently.
And yet, its advertising is notoriously filled with tropes: talking about dire side effects over bright colors, picturesque yet dull lifestyle shots, and talking head testimonials.
So, FreeStyle Libre took a different approach. We treated our continued glucose monitor the way it should be - a breakthrough technology - and showed up in a raw, emotive way.
The visual approach was a hyperbolic metaphor for how people with diabetes feel: constantly bombarded with everyday threats, unknown obstacles and unmet desires staring back at them. We brought this feeling to life via a manic, bold, hyperreal, up close, psychological, visual style never before seen in this category.
The result? A film that broke through the sea of sameness to get thousands of people to feel the transformative effect FreeStyle Libre can have in empowering them to manage their diabetes more confidently.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Anomaly / New York
Design Firm
Elastic
Client / Brand
Abbott Laboratories
Production Company
Smuggler
Music / Sound Production Company
Mr. Pape
Post Production Company
Work Editorial
Director
Mark Molloy
Sound Design
750mph
Color
Company 3
VFX
A52
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