The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Film
Annual ID
OS23_PH020M
About the Work
There is a condition you've probably never heard of, called hyperkalaemia. For patients with chronic kidney disease and heart failure, it can lead to hospitalisation and death. The way the condition is treated (wrought with tradeoffs) hadn't changed much since the 1960s. Until a next generation therapy called Lokelma was introduced in 2018.
Doctors who knew about Lokelma, and were prescribing it, seemed to universally have a great experience with it (from better results to patient satisfaction). But the rest were living under a rock, so to speak - still treating hyperkalaemia the same way it was treated 60 years ago. But the details around the condition and therapy are too complex to resolve in an ad. We knew that if we could charm doctors into realising that they were being old fashioned (without offending them) we could pique their interest to get into the details and see what they'd been missing out on.
The end result? An unexpected, visual story - crafted to the tiniest detail - that told doctors they were living under a rock. Without telling them.
2023 Awards
Total Points: 3
Merit
Credits
Agency
21grams
Production Company
Chief / Manchester
Chief Creative Officer
Frank Mazzola
Tom Richards
Director
Nate Camponi
Executive Producer
Simon Kemp
Account Manager
Kimberly Oliver
Head Of Production
Jill Landaker Grunes
SENIOR PRODUCER
Chris Badders
Related Awards
