Cannes Lions

THE RAREST ONES

SAATCHI & SAATCHI, Milan / DOMPE / 2015

Presentation Image
Film
Case Film

Overview

Entries

Credits

Overview

Description

Dompé is a bio-pharmaceutical company committed to seeking therapeutic solutions for currently untreatable rare and orphan diseases. But people suffering from rare diseases in Italy are also affected by another serious condition: being ignored. In fact, these are conditions that frequently receive little attention from the media and are still little known by the general public.

On the occasion of the World Rare Disease Day, Dompé launched a video to raise awareness on rare diseases, called "The Rarest Ones", to tell the condition of rare patients with a surprising parallelism: comparing them to rare animals.

If we imagine a seal, a panda, a polar bear or other all species at risk of extinction, it is something that attracts our attention and generates often conflicting emotions, ranging from tenderness to indignation. But rare human beings don't receive the same consideration.

Execution

On the occasion of the World Rare Disease Day, Dompé launched a video on YouTube to raise awareness on rare diseases, called "The Rarest Ones", to tell the condition of rare patients with a surprising parallelism: comparing them to rare animals.

If we imagine a seal, a panda, a polar bear or other all species at risk of extinction, it is something that attracts our attention and generates often conflicting emotions, ranging from tenderness to indignation. But rare human beings don't receive the same consideration.

Outcome

After more than 800.000 views, the coverage of the major national and international media and an intense social media spreading, which included a tweet from the Senator of the Italian Republic Paola Binetti, Tommy was invited to the Italian parliament to talk about his experience.

Similar Campaigns

8 items

Celebrity Face Donation

CHEIL WORLDWIDE, Beijing

Celebrity Face Donation

2018, OPERATION SMILE

(opens in a new tab)