MUSE Platinum

United Kingdom

2021

Breaking the cycle of bad asthma behaviours

Entrant Company

W2O Group

Category

Video

Client's Name

AstraZeneca

Sub-Category

Health & Fitness

In asthma, overuse of blue reliever (SABA) inhalers is a systemic and dangerous problem. Global guidelines no longer recommend SABA-only treatment for asthma. Three or more SABA inhalers a year can increase a patient’s risk of mortality. W2O’s disruptive creative emerged from the simple idea that blue reliever inhalers are controlling lives. The hero film tells the cautionary tale of Tiffany Taylor, a lady who became too attached to her reliever inhaler. Brothers Grimm-inspired narration, coupled with a hauntingly disorientating sci-fi image sequence brings the dystopian future of asthma care to life.

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