The One Show
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Category
Craft / Art Direction
Annual ID
OS23_PH030M
About the Work
Patients who survive a heart attack are in the highest risk category for further CV events.
This residual risk exists because the Cholesterol Efflux capacity drops suddenly post a heart attack. Cholesterol Influx and Efflux bring cholesterol in and out the plaques and they must remain balanced, so plaques don’t become engorged with cholesterol.
Cardiologists don’t yet consider how Cholesterol Efflux capacity drops post MI, or recognize how this creates a disproportionately high risk period for a 2nd CV event.
Our challenge was to bring this problem to their attention, creating awareness about the importance of Cholesterol Efflux in this process.
The Cholesterol Influx and Efflux work in a mechanical like manner. It’s a very structured and repetitive input and output that requires an equilibrium, so the system remains balanced.
That’s why we created the Cholesterol Factory. We turned the body into a factory where arteries and veins have factory components, such as conveyor belts, cogs and valves. In our campaign, we follow the journey of cholesterol through the body until a mechanical malfunction happens at the Cholesterol Efflux area that disrupts cholesterol's transportation through an artery. This leads to a major build-up of cholesterol in the artery wall and a subsequent breakdown in the heart.
The Cholesterol Factory has allowed cardiologists to experience what happens when cholesterol efflux malfunctions, educating them about the impact it can have on their patients.
2023 Awards
Total Points: 3
Merit
Credits
Agency
McCann Health London, an IPG Health Company
Production Company
Jelly / London
Music / Sound Production Company
Box of Toys / London
Art Director
Lizzie Eastwood
Copywriter
Frances Barona
Creative Director
Eduardo Boldrini
Designer
Pauline Albert
Director
George Coffey
Executive Creative Director
Guy Swimer
Product Manager
Cristina Stan
Ioan Plumtree
Strategy Director
Lee Menzies-Pearson
Designer and Modeller
Matt Wood (Design Lad)
Head of Creative Production
Ciara McGowan
Managing director
Alex Frew
Strategy Partner
Parrus Doshi
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