Gold
Pharma & Medical-Craft
Cinematography
| Entrant: | VML, London |
| Brand: | The Balancing Act |
| Title: | "The Balancing Act" |
| Corporate Name of Client: | AstraZeneca |
| Client Head of Brand Marketing: | Kathleen Walpole |
| Agency: | VML, London |
| Agency Chief Executive Officer: | Claire Gillis |
| Global Chief Creative Officer: | Debbi Vandeven |
| Chief Creative Officers: | Mel Routhier/Bas Korsten/Jaime Mandelbaum |
| Executive Creative Directors: | Khalid Latif/Natxo Díaz |
| Creative Director: | Leo Rincón |
| Associate Creative Director: | Nikki Sulentic |
| Senior Copywriter: | Alex Sides |
| Senior Art Director: | Sasha Hunt |
| Art Director: | Nicolas Sierra |
| Agency Brand Strategist: | Elaine Gillespie |
| Agency Account Executive: | Achilleas Terzidis |
| Agency Account Supervisor: | Irene Velilla |
| Agency Senior Account Director: | Courtney De Souza |
| Agency Account Manager: | Jemmah Al-izki |
| Production Company: | La Boutique 77 |
| Director: | Willy Rodriguez |
| Senior Executive Producer: | Antonio Campos |
| Executive Producer: | Paula Mira |
Description:
In a post-pandemic world, immunocompromised patients live with constant uncertainty. Finding a balance between staying safe from COVID-19 while living a normal life is a challenge they now face alone. Even doctors are tired of talking about COVID-19.
The Balancing Act film aims to cut through COVID-19 fatigue and bring patients’ invisible struggle into plain sight.
Immunocompromised patients are vulnerable to COVID-19 due to conditions like blood cancer, kidney disease and multiple sclerosis, yet vaccines do not work for them. Many are determined to make the most of life - despite a lingering fear. We used literal balance to capture the uncertainty in everyday situations where patients may feel at risk.
The film aims to raise awareness among healthcare professionals of their patients’ hidden struggle. We're encouraging doctors to learn more about the continued risks for certain patient groups, and actively explore additional measures to protect the most vulnerable.