Title	DOORS
Brand	PFIZER - IBRANCE
Product/Service	ORAL TREATMENT FOR BREAST CANCER (HR+, HER2-MBC)
Category	E01. Direct to Patient
Entrant	PFIZER CONSUMER HEALTHCARE Tadworth, UNITED KINGDOM
Idea Creation	VMLY&RX London, UNITED KINGDOM
Production	SWEETSHOP London, UNITED KINGDOM

Name	Company	Position
Jamie Marshall	vmly&rx	Senior Art Director
Nanda Marth	vmly&rx	Executive Creative Director
Terryn Archer	vmly&rx	Senior Integrated Project Manager
Corin Baird	vmly&rx	Head of Digital Planning
Alvina Pierre	vmly&rx	Senior Account Manager
Tara Page	vmly&rx	Managing Diretor

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

As per the UK regulations, communication with patients is limited to raising awareness on particular conditions and providing support while living with a particular condition. Information is provided in a fair and balanced way so patients can make informed decisions and engage fully in discussions with their HCP.

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

Public awareness campaign aimed at patients who have metastatic breast cancer. To help them feel empowered and informed about the full range of treatments available to treat their condition.

Write a short summary of what happens in the film

The film features a woman (mid-'60s) who has recently been diagnosed with terminal breast cancer and is considering the things she wants to do in her final years. She is heading down a hospital corridor towards her treatment decision meeting – her plans running through her head as she walks. This is probably the most important meeting; she will ever have attended in her life. How she lives her final years depends on this meeting. The central thought of the film was to empathize with what metastatic breast cancer patients go through at the moment of diagnosis. The main character is opening doors to a variety of important aspirations in her mind. These thoughts are empowering her, so she is ready to have a very important conversation on the final door – a discussion about what is the best treatment for her according to her plans.

Tell the jury anything relevant about the direction. Do not name the director.

Filmed in an unfussy, naturalistic way the film tells the story of the protagonists as she goes on her journey from the hospital corridor and through her dreams and wishes for the future. Then finally back in the hospital with a newfound sense of determination. A strong performance from the lead protagonists takes the viewer on this journey. Her confidence builds across the film non-verbally entirely through physical screen presence and movement. At the start of the film, her morale is low. A subtle melancholy is steadily replaced by her growing confidence in the life she wants to lead. She reaches a tipping point; she is focused and determined to enjoy what time she has left. Finally, she is empowered, determined to control this stage of her life. The music subtlety builds throughout with every door transition, in order to emphasize the woman's growth in her momentum and confidence.