Title | PKU: PROTEIN KILLS US |
Brand | FUNDACIÓN PKU |
Product/Service | BIOSENSOR / HOME PHE MONITOR |
Category |
B03. Fundraising & Advocacy |
Entrant
|
VMLY&Rx Madrid, SPAIN
|
Idea Creation
|
VMLY&Rx Madrid, SPAIN
|
Idea Creation 2
|
VMLY&Rx Barcelona, SPAIN
|
Production
|
LA BOUTIQUE 77 Madrid, SPAIN
|
Credits
Natxo Díaz |
WPP Health Practice |
Executive Creative Director |
Alfonso Lügstenmann |
WPP Health Practice |
Art Director |
César Pérez |
WPP Health Practice |
Copywriter |
Leonardo Rincón |
WPP Health Practice |
Art Director |
Adrián Pérez |
WPP Health Practice |
Copywriter |
Elvira Arzubialde |
WPP Health Practice |
CEO |
Verónica De la Calle |
WPP Health Practice |
Graphic Designer |
Ana García-Abad |
WPP Health Practice |
Managing Director |
Nico Sierra |
WPP Health Practice |
Art Director |
Iban Retegui |
WPP Health Practice |
Art Director |
Marta Alonso |
WPP Health Practice |
Account Executive |
Write a short summary of what happens in the film
The day-to-day of patients in terms of their diet is so extremely strict that it could be a Sci-Fi movie. So we just did that: we created a fictional story that tried to bring the harsh reality of PKU patients closer to the public and how proteins without a biosensor/home phe monitor can do them a lot of harm (hence the title of the short, 'Protein Kills Us').
The short film shows the life of Candela, the only survivor in a post-apocalyptic future. A woman who, in addition to facing the difficulties of subsisting in an almost sterile environment, where insects are the only source of natural protein, suffers from a rare disease: PKU. Unfortunately, or fortunately, the Biosensor is what guarantees her survival.