Title	THE ATTACK
Brand	ASTRA ZENECA
Product/Service	Astra Zeneca
Category	G01. Regulated
Entrant	HAVAS LYNX Manchester, UNITED KINGDOM
Idea Creation	HAVAS LYNX Manchester, UNITED KINGDOM
Production	HAVAS LYNX Manchester, UNITED KINGDOM

Name	Company	Position
Tom Richards	Havas Lynx Group	Chief Creative Officer
Tim Jones	Havas Lynx Group	Creative Director
John McPartland	Havas Lynx Group	Senior Creative
Joe Coleman	n/a	Copywriter
Kathryn Sen	Havas Lynx Group	Account Director
Claire Knapp	Havas Lynx Group	Head of Strategy
Simon Kemp	Havas Lynx Group	Operations Director

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

ABPI, Veeva / MINT regulatory boards

Describe the target audience and why your work is relevant to them. Pharma audience types:

Healthcare Professionals - cardiologists at Congresses

Write a short summary of what happens in the film

The film follows an elderly man who talks about an attack he had a year ago. We flashback to him in the ocean. The mood is tense and the use of underwater shots means we assume he's talking about a shark attack. He describes the impact - the pain on the side of his body, the chaos and the suffering. We experience the attack with him, and feel the horror. The film ends with a big reveal - the man states that he never wants to go through another heart attack. The call to action is that "no one should go through the horror of a second heart attack", and urges cardiologists to 'keep treating, keep beating" - a subtle link to Brilinta's extended treatment clinical success.

Cultural/Context information for the jury

The film uses a lot of well known 'Jaws' shots to guide the viewer down the assumption that the film is about a shark attack. We shot in South Africa - where the threat of an actual shark attack was extremely possible. The lighting, water, and overall natural beauty of the location really emphasized the idea.