Cannes Lions

The Engine

HAVAS LYNX, Manchester / ASTRAZENECA / 2019

Film

Overview

Entries

Credits

Overview

Background

Conceived as a sequel to ‘The Attack’ (a film which drew parallels between a heart attack and a shark attack on a lone swimmer), it was important that we also based this piece at sea.

To convincingly make comparisons between Type 2 diabetes risks and the dangerous environment of commercial fishing, we sourced a dilapidated boat and a picturesque, yet rough round the edges, fishing village called Brixham in Devon.

These factors gave the work authenticity and drove home the idea that tension results from a lack of care and attention. Additionally, real crew were used to run the boat as we filmed.

Type 2 diabetes patients are notoriously willfully ignorant as to the dangers involved with their condition. We needed a piece that communicated threat and urgency, but that resolved positively and hopefully to compel action.

We believe we achieved this with ‘The Engine’.

Execution

A haggard Captain seemingly narrates the perils of a life as a commercial fisherman.

As we leave the safe harbour and travel out to stormy seas, it becomes apparent that his dated vessel is in dire need of maintenance and repair. Warning lights begin to flash.

Distressingly, the ship’s engine breaks down, casting the entire crew in darkness and leaving them hopelessly exposed to the open ocean.

At this moment we realise the Captain is actually describing the increased risk of heart failure associated with Type 2 diabetes. Thankfully, the engine begins to stutter and turn over, the lights are reillumined, and a second chance is granted.

Safe return ensured, the film ends with the Captain pier side, urging fellow patients to act more proactively than he did, and live happier and longer as a result.

“Know the danger before it becomes major”.

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2020, ASTRAZENECA

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