| Title | STELLA |
| Brand | SANOFI |
| Product/Service | SANOFI |
| Category |
E01. Direct to Patient |
|
Entrant
|
WEBER SHANDWICK Munich, GERMANY
|
|
Idea Creation
|
WEBER SHANDWICK Munich, GERMANY
|
|
PR
|
WEBER SHANDWICK Munich, GERMANY
|
|
Production
|
WEBER SHANDWICK Munich, GERMANY
|
|
Production 2
|
MOVIEBRATS FILMS Berlin, GERMANY
|
|
Post Production
|
MOVIEBRATS FILMS Berlin, GERMANY
|
Credits
| James Nester |
Weber Shandwick |
Creative Director & Concept |
| Tayo Gross |
Weber Shandwick |
Creative / Design |
| Caroline Mattias |
Weber Shandwick |
Copywriter |
| Julia Kiefaber |
Weber Shandwick |
Strategy |
| Christiane Schulz-Luckenbach |
Weber Shandwick |
Project Management & Content Development |
| Susanne Buder |
Weber Shandwick |
Strategic Council |
| Björn Dunne |
MovieBrats |
Production |
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:
While Pharmaceutical companies can inspire patients to talk to their doctors, it is not possible to promote therapies.
Describe the target audience and why your work is relevant to them.
People with asthma. Many don’t talk to their pneumologist and are unaware of innovative therapy options. The majority are 40 years and older. A proportion do not realise their asthma might be “uncontrolled”. So we needed to engage everyone with asthma with the inspiration and tools to challenge their asthma.
Write a short summary of what happens in the film
Hollywood and popular culture depicts asthma as a weakness. Is it any wonder patients become passive and stop talking about their condition?
We created a trailer for a movie that should exist. "Stella" stars a character you've almost certainly never seen before in the movies - a strong lead role with asthma, not the normal nerdy sidekick. A ninety second animation appears to be a trailer for her stunning new Hollywood animated feature film. The trailer tells the her journey from young actress struggling with self-doubt to confident A-list star. Stella’s true identity is finally revealed - a real person with asthma who has urges people with asthma to also play the lead role in their lives and challenge the status of their asthma.
The film was promoted with 30 second trailers on TV and social media that appear just like real trailers for a new movie release.
Tell the jury about type(s) of animation or visual effects and summarise any relevant challenges or techniques.
True to the aesthetics of the golden age of hollywood cinema, we chose an illustration style that reflects movie posters of that era. To bring these illustrations to life with a warm and nostalgic feeling we used cel animation, painting and colouring each frame individually. First the main frames are painted with rough outlines, then the animation artists fill the frames in beteeen to connect the poses and create movements. A team of 10 animation artists worked on the scenes in parallel (animating, inbetweening, cleaning up the lines and colouring).