|Brand||CHUGAI PHARMACEUTICAL CO. LTD|
|Product / Service||ACTEMRA|
|Category||F01. Pharma: Disease Awareness & Understanding|
|Entrant||INSIGHT-I INC. Tokyo, JAPAN|
|Idea Creation||CHUGAI PHARMACEUTICAL CO., LTD. Tokyo, JAPAN|
|Idea Creation 2||INSIGHT-I INC. Tokyo, JAPAN|
|Idea Creation 3||TATSUNOKO PRODUCTION Tokyo, JAPAN|
|Production||CHUGAI PHARMACEUTICAL CO., LTD. Tokyo, JAPAN|
|Production 2||INSIGHT-I INC. Tokyo, JAPAN|
|Production 3||TATSUNOKO PRODUCTION Tokyo, JAPAN|
|Jyunichi Takano||Chugai Pharmaceutical Co., Ltd.||Brand Manager|
|Yutaka Omatsu||Tatsunoko Production||Content Manager|
|Jyun Soga||Tatsunoko Production||Director|
|Mayumi Kuraya||Chugai Pharmaceutical Co., Ltd.||Promotion|
|Ayako Tashiro||Chugai Pharmaceutical Co., Ltd.||Promotion|
|Hiroshi Nishi||Insight-I. Inc.||Account Manager|
|Takeyuki Suzuki||Insight-I. Inc.||Art Director|
|Yuki Oono||Insight-I. Inc.||Digital Creative Director|
|Caroline Klee||Insight-I. Inc.||International Project Director|
Ethical drugs cannot be directly promoted towards the general public. The disease must not be described in a tragic dramatic way.
Target audience: rheumatoid arthritis patients (mainly women from 30-50 years) and their families. We wanted to communicate also to their children/ teens so that they can recognize the symptoms in their mothers or later in themselves. Animated movie seemed appropriate.
A young girl discovers glasses in front of the wedding picture of her parents. She asks her mother explanation about it and we hear about the love story between a young boy and a young girl on a small island near Okinawa.:The boy who was wearing glasses is bullied and saved by the girl. Since then he falls in love with her and would like to help her out. They grow to become teenagers. The mother of the young woman suffers from rheumatoid arthritis symptoms without being able to get a proper diagnosis. The young woman confides to her friend, who unexpectedly decides to change his career and pursue medical studies. He ends up becoming a rheumatology specialist. The mother gets a proper diagnosis. The young man comes back to the island to marry his childhood friend and open a clinic.
Animated movie is a huge medium in Japan to reach younger generations. Voice actors have also a tremendous following on twitter. So we were able to create noise at the release of the movie. Also, a short trailer has been aired at 50 movie theaters throughout Japan before the high grossing animated movie "Weathering to you" directed by Makoto Shinkai for more impact.