Title | HOLD ON TO MUM |
Brand | PFIZER/BMS |
Product/Service | BLOOD THINNING MEDICIN |
Category |
F01. Regulated |
Entrant
|
INGO Stockholm, SWEDEN
|
Idea Creation
|
INGO Stockholm, SWEDEN
|
Additional Company
|
BLECK Stockholm, SWEDEN
|
Credits
Björn Ståhl |
INGO Sthlm |
ECD |
Rikard Holst |
INGO Sthlm |
Art Director |
Rasmus Andersson |
INGO Sthlm |
Copywriter |
Stina Jansdotter Öberg |
INGO Sthlm |
Account Director |
Alexandra Andersson |
INGO Sthlm |
Agency Producer |
Maria Dubeck |
INGO Sthlm |
Final Art |
Simon Stefansson |
INGO Sthlm |
Head of Strategy |
Rune Milton |
Bleck Film |
Director |
Nicole Zakrisson |
Bleck Film |
Executive Producer |
Klaudia Eriksson |
Pfizer |
Digital Innovation Lead |
Anna Johansson |
Bristol-Myers Squibb |
Market Access Manager |
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including
In Sweden it’s not allowed to advertise prescribed medicine with a name or product images to patients. We are only allowed to talk about the disease area and raise awareness about the disease, we cannot talk about the medicine as the solution of a problem. But can direct to webpage.
Describe the target audience and why your work is relevant to them.
Pharma audience types:
The main target for this campaign is the middle aged children of men and women over 65. Especially those that have had a previous case of stroke and are using blood-thinning medicine - and live under the belief that they are using the right medicine.
Write a short summary of what happens in the film
A middle aged busy man is taking care of his older sick mother. Trying to balance work life with being the good son. Driving back and forward from his city life in the fast lane to his mothers suburban house. Bringing her groceries, medicines and other things needed. Their relationship is up and down and the man don't really have time for this in his busy life. But at one point something happens that make him realize how much his mum means to him. They become closer to each other. Have fun together. He puts his business phone calls on hold and take the steps up to his mums house, only this time she doesn't answer the door....
Cultural/Context information for the jury
In Sweden it's common for elderly to live by themselves in comparison to other countries, where they might move in with their grown-up children at some point.