Cannes Lions

Playtime

AREA 23, AN FCB HEALTH NETWORK COMPANY, New York / ELI LILLY AND COMPANY / 2019

Film
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Supporting Images
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Overview

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Credits

OVERVIEW

Background

Our target, Jessica, is a 38-year-old woman who doesn’t just succumb to migraine but pushes through it to always be present in the lives of those she cares about.  Although when she does push through her migraine, she cannot make the moments as amazing as she usually can. 

Execution

Jessica, a migraine sufferer, walks slowly holding a box of toys while her daughter watches her cautiously. With a smile on her face, Jessica hands her daughter toys from the box, as her daughter visibly brightens. Jessica pulls out a spyglass—the portal to their world of imagination!

Transported to a fantasy world, Jessica’s daughter, in her princess dress, reaches the shores of Skull Island. The princess encounters her mom as a pirate captain. Behind them are the ruins of an old castle. A pillaged treasure chest is open at their feet. Jessica and her daughter lunge toward each other, swords held high. The clashing of the swords returns us to their backyard. Jessica and her daughter continue with their playful duel and spend the afternoon enjoying more costume play. We share Jessica’s joy in being able to share this time with her daughter, unencumbered by past migraine pain.

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2024, ELI LILLY AND COMPANY

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