MUSE Platinum

2022

The Good Virus

Entrant Company

Broth

Category

Video - Medical

Client's Name

Replimune

Country / Region

United States

Viruses are usually seen as bad, especially in the midst of the COVID pandemic. So what do you do when your cancer-fighting drug is made from a live virus? You change perceptions by explaining how oncolytic immunotherapy represents an exciting new frontier. This required shifting perceptions among both healthcare professionals and laypersons seeking information on new cancer treatments. This mechanism of action (MOA) video shows what happens when a virus is reimagined as a hero that helps combat cancer.



Inspired by nature documentaries, we follow T cells of the immune system on their quest to hunt tumor cells in a forest in an elegant predator-vs-prey metaphor. The first scene introduces our predator floating through a dark, cancer-ridden forest that’s teeming with cleverly camouflaged tumor cells, showing how cancer is able to hide from the immune system.



Then we dive inside a herpes virus to show how it is genetically transformed into our hero, RP1. Injected into the scene, RP1 alerts T cells to the cancer’s presence, allowing them to find and fight cancer wherever it may hide.



Once ineffective predators unable to find their prey, T cells are now armed to seek and destroy cancer cells throughout the body—eliminating this threat and restoring life and light to the forest.

Credits

Broth Founding Partner and Creative Guy - Creative oversight, Broth
Ted Kossakowski
Broth Founding Partner, Science & Strategy - Medical oversight, Broth
Elizabeth Yi, PhD
Broth Founding partner and Creative Guy - Copy oversight, Broth
Douglas H Tischler
Group Art Lead, Broth
Caroline Grew
Scientific Director, Broth
Jenn Lee, PhD
Group Account Lead, Broth
Katherine Sherwood
Group Account Lead, Broth
Emily Morris
Editorial Director, Broth
Pauline Orendain
Creative Director, Copy, Broth
Marissa Merlo
Group Writing Lead, Broth
Max Berry
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