Novartis Film Treat Me Kindly by David Buenos Aires

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Treat Me Kindly

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Industry Against Cancer
Media Film
Market Argentina
Agency David Buenos Aires
Executive Creative Director Joaquin Cubria, Ignacio Ferioli
Creative Director Nicolás Vara, Ignacio Flotta
Art Director Johann Hotz
Copywriter Juan Pablo Tyrer
Production Primo Buenos Aires
Director Nico Perez Veiga, Julieta Cabrera
Released February 2018

Awards

Lions Health 2018
Pharma Lions Disease Awareness & Understanding > Non-Regulated Bronze Lion

Credits & Description

Title: #TreatMeKindly
Client: NOVARTIS, MACMA, ACIAPO, SOSTÉN
Agency: DAVID Buenos Aires
VPs, ECDs: Joaquín Cubría / Ignacio Ferioli
Creative Directors: Nicolás Vara / Ignacio Flotta
Copywriter: Juan Pablo Tyrer
Art Director: Johann Hotz
Managing Director: Emanuel Abeijón
Account Executive: Florencia Scrimaglia
Producer: Juan Manuel Cuervo
Production Company: PRIMO
Directors: Nico Pérez Veiga / Julieta Cabrera
Executive Producer: Caro Cordini
Producer: Germán Lentini
Photography Director: Pablo Iacovone
Editor: Alejo Hoijman
Post Production Company: PrimoPost
Sound Mix: PapaPost
Color Correction: Pentimento–Jorge Russo
Post Production Coordinators: Seba Lopez / Majo Villalba
Music: Papamusic
Published: February 2018
Synopsis:
Novartis carried out a global survey in more than 12 countries to have better understanding on the feeling of patients with advanced Breast Cancer. A disease that it is estimated to affect 250.000 women and it represents 15% of the diagnosed cases of breast cancer. The results show how the disease affects their finance, their worklife and most importantly the way in which they relate to all their sources of support. Touched by how very simple actions can make their day in a cruel daily battle against cancer, DAVID Buenos Airescame out with a film starring real patients. Through a role playing act shot at the National Theatre they make society aware of their"other needs".Directed by Nico Pérez Veiga and JulietaCabrera(PRIMO)the film portrays patients attending the breast cancer network of NGOs (MACMA, ACIAPO andSOSTÉN)with whom Novartis colaborates.
Entry Summary
Most times we don’t know what to say to someone with advance breast cancer or any cancer. That’s why through a role playing act shot at the Argentina’s National Theatre we make society aware of their "other needs”.

Brief With Projected Outcomes
This is a awareness campaign, so we have no specifics regulations.

Brief Explanation
Novartis carried out a global survey in more than 12 countries to have better understanding on the feeling of patients with advanced Breast Cancer. A disease that it is estimated to affect 250.000 women and it represents 15% of the diagnosed cases of breast cancer. The results show how the disease affects their finance, their worklife and most importantly the way in which they relate to all their sources of support.

Most times we don’t know what to say to someone with advance breast cancer or any cancer. That’s why through a role playing act shot at the Argentina’s National Theatre we make society aware of their "other needs”.

Audience
Advance Breast Cancer it’s a disease that it is estimated to affect 250.000 women and it represents 15% of the diagnosed cases of breast cancer. The results show how the disease affects their finance, worklife and most importantly the way in which they relate to all their sources of support.