MAKE BLOOD CANCER VISIBLE
| Title | MAKE BLOOD CANCER VISIBLE |
| Brand | JANSSEN |
| Product/Service | JANSSEN ONCOLOGY |
| Category |
F04. Education & Awareness |
|
Entrant
|
EDELMAN London, UNITED KINGDOM
|
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Idea Creation
|
EDELMAN London, UNITED KINGDOM
|
|
PR
|
EDELMAN London, UNITED KINGDOM
|
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Production
|
KODE MEDIA London, UNITED KINGDOM
|
Credits
| Bo Hellberg |
Edelman |
Executive Creative Director |
| Stuart Hallybone & James Woods |
Edelman |
Creative Directors |
| Lucie Hackman |
Edelman |
Producer |
| Rollo Hollins |
Kode Media |
Director |
| Jack Goodwin |
Kode Media |
Producer |
| Tim Sidell |
Kode Media |
Director of Photography |
| Maddy Hinton |
Kode Media |
Casting Director |
| Sally Cooper |
Cut & Run |
Editor |
| Toby Tomkins |
Cheat |
Colourist |
| Karl Mainzer |
Encore |
Dubbing Mixer |
| Jenni Luyk |
Edelman |
Client Lead - Account Director |
| Ashlea Reece |
Edelman |
Client Lead - Director |
Brief Explanation
In this ‘scroll-stopping’, impactful awareness film, we see an aging boxer in the fight of his life. A few years ago he was probably in good shape, but now his body is straining to keep up with the challenge.
Throughout the film, the audience is consumed by the boxer’s physicality and force through his desperation and effort to defeat his “opponent”, although the “opponent” is never revealed.
The film’s narrative is interjected with emotional voice excerpts from real interviews with patients telling the story of the challenges of living with blood cancer.
Finally, in almost the last scene of the film, the audience sees the first full view of the boxing ring from above to reveal that there is no opponent. He is totally alone and has been fighting something invisible, a metaphorical depiction of living with blood cancer, an invisible disease.