Cannes Lions
McCANN HEALTH, London / GLAXO SMITH-KLINE / 2018
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The story concerns a sufferer of severe eosinophilic asthma (Lisa) and her doctor's pivotal role when prescribing NUCALA, as she transitions from a life held back by ineffective treatment to a life that finally moves forward.
The film opens with Lisa happily enjoying a movie at the cinema. We cut to Lisa held back by the burden of asthma, watching TV at home alone. These stories progress, alternating between comparable scenarios until it’s understood that ‘happy’ Lisa is reversing backwards in time, while ‘burdened’ Lisa is traveling forwards.
Our narrative employs reverse motion and cycles between reverse and forward chronologies to fold the story’s timeline, so that we end on the middle of our story when the doctor prescribes NUCALA. During this scene it becomes clear that both Lisas are of the same story’s timeline, converging at the moment her life finally moves forward once her doctor prescribes NUCALA.
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