| Title | ART MUSEUM |
| Brand | NOVARTIS PHARMA |
| Product / Service | AMD DISEASE AWARENESS CAMPAIGN |
| Category | A05. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries |
| Entrant | TARGIS Tokyo, JAPAN |
| Entrant Company: | TARGIS Tokyo, JAPAN |
| Advertising Agency: | POLARIS Tokyo, JAPAN |
| Production Company: | TCJ Tokyo, JAPAN |
| Name | Position |
|---|---|
| Yoichiro Serizawa | Creative Director |
| Yoichiro Serizawa | Copywriter |
| Yoichiro Serizawa | Art Director |
| Naoto Okayasu | Agency Producer |
| Kazumi Furuya/Kaori Kijima | Account Supervisor |
| Yuya Yamada | Producer |
| Naoto Okayasu | Director |
| Jun Watanabe | Editor |
| Pthree | Post Production |
| Kouitiro Kaduki | Animation |
| Miyanobu Inori | Lighting |
| Kaoru Saito | Planner |
| Sumio Oki | Cinematographer |
| Kaoru Saito | Planner |
| Sumio Oki | Cinematographer |
People in their 50-60s are appreciating the famous masterpiece, "Mona Lisa", at a museum. Suddenly, Mona Lisa raises her arm and covers her eye with her hand. In front of the clearly surprised people, a narration begins explaining about the eye disease called age-related macular degeneration (AMD), which can be detected by covering one of your eyes. While listening to the narration, the people hurriedly begin covering each of their eyes using either hand. Then, a few people notice that straight lines appear distorted or dark spots appear in their center vision, both of which are characteristic symptoms of AMD. Through this demonstration, everyone learns the importance of regularly checking their vision by covering one of their eyes. Later that night, after the museum’s closing hours, a security guard checks his vision by covering one of his eyes.