Title	THE BOY WHO COULDN'T SEE THE STARS
Brand	NOVARTIS LUXTURNA
Product/Service	RETINAL DYSTROPHY AWARENESS
Category	B02. Healthcare
Entrant	ELAN EDELMAN Paris, FRANCE
Idea Creation	ELAN EDELMAN Paris, FRANCE
PR	ELAN EDELMAN Paris, FRANCE
Production	PASSION Paris, FRANCE

Name	Company	Position
Marc Horgues	Edelman France	Creative Director
Roxane Philippe	Edelman France	SVP and Head of Health
Adrien Susini	Edelman France	Digital Associate Director
Marion Dumas	Edelman France	Senior Account Manager

Write a short summary of what happens in the film

What would happen if one day you couldn’t see the stars anymore? How would you behave if growing up your vision started to blur inexplicably? What would you feel if your vision began to narrow, driving your life into a dark tunnel? Would you understand what was happening to you? Would you talk about it and ask for help? Here is the story of a boy growing up with a very rare form of Inherited Retinal Dystrophy. This degenerative disease starts early in a patient’s life with small symptoms such as difficulty seeing in the dark. It grows stronger year after year with unexplained new symptoms such as blurred or tunnel vision and loss of color vision. And ultimately it leads to blindness… unless those symptoms are diagnosed early enough by a specialist who may be able to treat the disease with a new form of genetic therapy.

Cultural / Context information for the jury

In France, Inherited Retinal Dystrophy affects about 30,000 people. Our target audience for this campaign was young adults in France, from 15 to 25 years old because most of the people suffering from this disease aren’t diagnosed soon enough (in young adulthood) to be able to access potential treatment. There were no legal restrictions, however, we needed to be very accurate in portraying the IRD symptoms, as we couldn’t promote any design that might potentially lead to diagnosis errors.