Write a short summary of what happens in the film

In the wake of the pandemic, Australia has been in a state of apathy - a rarity for a country known for its unwavering, irreverent sense of humour. In this dark time, Australians sought out whatever relief they could find; like alcohol and more streaming services. So with Australians seeking the potent & cleansing power of relief - we brought the feeling to them. With people in a dissociated mindset, we couldn’t make your typical sanitised pharma-ad. So we entertained; breaking through the apathy - and did it in a way that reminded Australians of their audacious, unapologetic roots. Using bold cinematic techniques, ‘Buried’ draws you in with intrigue & tension, priming viewers to seek out the climax; laddering to a sketch comedy twist that lampoons the feeling of relief. It’s in that moment that our message lands - because no matter how relieved you are, Prunelax does it better.

Cultural / Context information for the jury

In Australia, pharma-communications are extremely regulated. The pharma-advertising made here is notably conservative, clean, safe and highly-sanitised - and as time has passed, pharma communications work has become uncannily homogenised. As a result, almost all Australian pharma campaigns are boring and forgettable. With our client Actor Pharma, we saw an opportunity to bring some cinema into the category - and rewrite the rulebook for the sector.