Cannes Lions

If you could see his future

PUBLICIS LIFE BRANDS RESOLUTE, London / NOVARTIS / 2017

Film
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Overview

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OVERVIEW

Description

Diego has just been diagnosed with type 2 diabetes at the age of 44. As he sits in his chair, we can hear his thoughts and feelings.

The camera tracks in and we can see Diego ageing subtly. His hair recedes, his face starts to become thin and wrinkled.

As he gets older, problems caused by poorly-managed diabetes begin to take hold. At 33 secs, Diego’s right eye goes red, a sign of diabetic retinopathy. His skin deteriorates.

At 53 secs, when he’s almost 70 years old, we see that Diego had to endure a shocking consequence of diabetes – amputation.

At 01:06, the film rewinds to the point at which therapy intensification could have made a difference to Diego’s life.

Before the supers appear, Diego feels defeated. What else can he do?

We finish by asking doctors to consider intensive therapy to change their patients’ future.

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