ITEM DESCRIPTION:
MOST PEOPLE THINK CHICKENPOX IS JUST A CHILDHOOD MEMORY, BUT THE VIRUS NEVER ACTUALLY LEAVES YOUR BODY. IT STAYS WITH YOU, HIDING IN THE BACKGROUND AS YOU GROW UP. GSK NEEDED TO EXPLAIN THAT THIS VIRUS LIVES WITHIN ALMOST EVERY ADULT, WAITING FOR THE RIGHT MOMENT TO REAPPEAR LATER IN LIFE. WE HAD TO MAKE PEOPLE REALIZE THAT A PIECE OF THEIR PAST IS STILL WALKING BESIDE THEM.
THROUGH AN EMOTIONAL ANIMATED FILM, WE FOLLOWED A CHARACTER’S ENTIRE LIFE SHARED WITH A CONSTANT, UNSEEN GUEST. BY PERSONIFYING THE VIRUS AS A LIFELONG COMPANION, WE TURNED A MEDICAL FACT INTO A RELATABLE HUMAN STORY. THE GOAL WASN’T TO SCARE, BUT TO SHOW THAT THE BEST WAY TO PROTECT YOUR FUTURE IS TO UNDERSTAND THE HISTORY YOU’RE ALREADY CARRYING.
BY REVEALING THE TRUE NATURE OF THIS HIDDEN PARTNERSHIP, WE TRANSFORMED AN INVISIBLE THREAT INTO A VITAL CONVERSATION ABOUT PREVENTION.
WORKS:
ONEMI - EMERGENCY RADIO
GSK - TOGETHER
SANOFI - CHASERS
RUAVIEJA - TOCK TICK
CV - WHOEVER HAS LIVED IT KNOW WELL
AFA ZAMORA - THE IMPOSSIBLE ORDER
HP - LIFE IS PRINTED IN EVERY MOMENT
PERSONAL PROJECT - IRREVERSIBLE
ARCHIVE - DESIGN
OUIGO - TRAFFIC VIOLATIONS
BEIGENE - UNSILENCED WORDS
PKU - TOXIC ADS
SANTANDER - LET’S ASK FOR A CHANGE