Cannes Lions

The Last Love Letter

AREA 23, AN FCB HEALTH NETWORK AGENCY, New York / BOEHRINGER INGELHEIM / 2018

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The film tells the love story of two people through a series of handwritten notes, cards, and photographs complemented by a heartfelt voiceover that recounts how the couple met and fell in love.

To emotionally move clinically minded physicians, the film is designed to recreate the profound experience of an unexpected loss. In partnership with the love notes, the voiceover is crafted to make the viewer truly care about the couple and hope their love story will continue. When the final keepsake—a funeral card—is revealed, the loss is all that more tragic.

The film ends by informing physicians that this story is actually quite common for patients with type 2 diabetes: 2 out of 3 will die of a cardiovascular event. A final call to action urges physicians to do more for their patients and drives to the JARDIANCE website to learn more about the lifesaving cardiovascular benefit.

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