COMMITMENT TO HARMONY

Bronze eurobest Award
ClientJANSSEN
Category E02. Dierct to Healthcare Professional
TitleCOMMITMENT TO HARMONY
Product/ServiceJANSSEN
Entrant PUBLICIS LIFEBRANDS London, UNITED KINGDOM
Idea Creation PUBLICIS LIFEBRANDS London, UNITED KINGDOM
Production STINK STUDIOS London, UNITED KINGDOM
Credits
Name Company Position
Shaheed Peera Publicis LifeBrands Executive Creative Director
Tom Wordley Publicis LifeBrands Associate Creative Director
Paul Samuels Publicis LifeBrands Associate Creative Director
Yvonne McAvoy Publicis LifeBrands Associate Creative Director

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

All work had to go through regional and local approval - being approved by both medical and regulatory teams. Work was appropriate only for a HCP audience only.

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

Dermatologists, immunologists and healthcare professionals attending congress. Doctors who have deeply studied the inner workings of the human body, but need reminding of the impact treatment choice can have on the delicate machine that is the human body.

Write a short summary of what happens in the film

The animation starts with hypnotic and seemingly abstract shots of objects moving within a beautifully synchronized machine. Guided by gold metals and premium textures, they defy logic and physics by working in complete harmony. The voiceover educates the viewer on how Janssen have always been ahead of the competition. Through their ambition and biological expertise, Janssen have not only created the most innovative treatments to date. They created them before anyone else. This film positioned Janssen as masters of harmony. Showing how their skills and abilities allow them to flawlessly manufacture the seemingly impossible –products that can remove disease with minimal impact on the rest of the body. The end of the film reveals that the abstract scenes are in fact the inner ‘machinery’ within the human body, showing how Janssen’s products brings harmony back to the lives of patients.

Tell the jury about the production design/art direction. You may wish to comment on choices, challenges or effects.

The premium design and stylised creative-world of the film positions Janssen as absolute masters of harmony. The synchronicity of movement gently bends the laws of physics. Bringing a beautifully hypnotic feel to the film. This perpetual motion is one that only the greatest of pharmaceutical experts could make. The machine is laced with gold metals and texturised finishes that elevate its premium nature, and therefore the premium nature of Janssen’s products. This is further supported by reflective background surfaces that embrace a cellular design. The machine elements were carefully arranged to create a human shape in the final scene. Sound design emphasizes the machine mechanics, enhancing the sense of satisfaction and precision. The sounds also adds weight to the spheres, reinforcing a feel of quality. The film ends as fluidly as it begins. Seamlessly fitting in with the style and tone of the rest of the film.