Cannes Lions

Evia

MSD MERCK SHARP & DOHME AG, LUZERN / MSD / 2022

Film
Film
Film
Supporting Content
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Overview

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Credits

OVERVIEW

Background

Evia primarily addresses lung cancer patients. Suffering from a disease often stigmatized as self-inflicted, they can receive less sympathy than those with other cancers. Smokers or not, they may feel shame, guilt, and avoid seeking help. Evia stands for ‘one who lives and breathes’ and says: You are not alone!

Execution

Evia stands for ‘one who lives and breathes’ and says to lung cancer patients: You are not alone! For an audience feeling vulnerable or guilty, the setting and central character render the film unpretentious and authentic. The tractor, lone figure at the wheel, often appearing tiny as it plies through vast wilderness, mirrors the solitude and overwhelming nature of the journey that lung cancer patients may feel they face. Perched on the rear wing, Luca appears as the angel on Maja’s shoulder, the company essential to her journey, her transformation. Evia explores notions of temporality and mindfulness. A cancer diagnosis renders time finite, but choices can be made. Choosing life over death, embracing time remaining, going forward positively can be strong coping mechanisms. This is conveyed by the film’s name, by its gentle rhythm and score, and by the ever-present beauty of nature and colour green, implying new beginnings, rebirth.

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