|Title||THE NEW CHAPTER|
|Product / Service||OPSUMIT|
|Category||E02. Healthcare Professional|
|Entrant||McCANN HEALTH Tokyo, JAPAN|
|Idea Creation||McCANN HEALTH Tokyo, JAPAN|
|Production||AMANA Tokyo, JAPAN|
|Additional Company||ACTELION Tokyo, JAPAN|
|Matt Eastwood||McCann Health||Global Chief Creative Officer|
|Shunsuke Kakinami||McCann Health Japan||Executive Creative Director|
|Jun Oizumi||McCann Health Japan||Creative Director|
|Akira Takahashi||McCann Health Japan||Senior Art Director|
|Mai Kaneda||McCann Health Japan||Senior Experience Designer, Senior Copywriter|
|Daisuke Ishiguro||McCann Health Japan||Senior Creative Producer|
|Takeshi Mitani||McCann Health Japan||Chief Strategic Planner|
|Kenta Yoshida||McCann Health Japan||Strategic Planner|
|Hiroyuki Baba||McCann Health Japan||Senior Business Director|
|Toshiaki Tachimura||McCann Health Japan||Account Manager|
|Chie Minato||McCann Health Japan||Associate Project Control Manager|
|Sawako Kira||McCann Health Japan||Senior Medical Writer|
|Chiaki Kobayashi||McCann Health Japan||Interpreter/Translator|
|Shunsuke Koyama||amana inc.||Director|
|Hiroaki Ishiguro||amana inc.||Producer|
|Shoko Taguchi||amana inc.||Production Manager|
|Yuki Furuno||amana inc.||Animation|
|Satoshi Kaneko||amana inc.||Animation|
|Hisaaki Watanabe||LIBERTY ANIMATION STUDIO||Animation|
|Shu Nakama||SUI||Prop Stylist|
|Kotone Kumagai||mahna mahna||Stylist|
|Makoto Hiroki||freelance||Sound Effects|
The Japanese regulations prohibit any expressions that may guarantee efficacy of products.
The targets are experts of pulmonary arterial hypertension (PAH), a rare disease known to be incurable. This animation expresses the mission of such doctors; their drive to empower patients with hope to overcome hardships and providing support that allow patients to live a life that can triumph over PAH.
A woman is suddenly diagnosed with PAH one day. She flicks back through her photo album, reflecting on the life she once had. PAH had stolen all hope from her, leaving her in dark despair and her life story is lost. She then meets a doctor who offers a new treatment from Actelion. This transforms her life story and her new album now shows her a bright future filled with hope. Her story once lost is regained and she is able to live her life once again. Actelion. Changing Life Stories.
Cultural/Context information for the jury In the world including Japan, PAH is a serious disease of the blood vessels with no cure(*1), and 4 out of 10 patients die within 7 years of diagnosis(*2). Opsumit tablets launched by Actelion, is the one and only drug approved with proven long-term efficacy for PAH treatment. It has become a treatment option that brings new hope to patients who had to once give up on living their lives and their physicians. (*1) Vachiéry JL and Gaine S., Eur Respir Rev 2012; 21:313-20. (*2) Benza RL, et al., Eur Respir Rev 2012; 21:313-20.
This film has adopted a flip-book animation style to emphasize the patient’s deep emotions as she flips over her life story in her album, and the sentiments she feels as she reflects over each moment. The scenes of her bright future that is offered through her doctor and the new treatment is illustrated with vivid colors to convey the potential efficacy of the product, which cannot be directly expressed due to Japanese regulations, and the strong hope it brings. Furthermore, the doctor’s hands wiping the patient’s tears is the only element taken in live-action. This expression was adopted to highlight the doctor’s presence as the key person that supports patients and the meaningfulness of their role.