PKU: PROTEIN KILLS US

TitlePKU: PROTEIN KILLS US
BrandFUNDACIÓN PKU
Product/ServiceBIOSENSOR / 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
Name Company Position
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.