Pfizer Launches a Campaign To Encourage Dreams Beyond Rare Diseases

August 28, 2019

TracyLocke Brazil creates Pfizer’s new campaign alerting about the symptoms of familial amyloid polyneuropathy (FAP) and showing that there are treatments to slow the disease’s progression.

Sao Paulo, August 2019 – FAP is a neurological, inherited progressive disease. To clarify what the symptoms of this rare and hard-to-diagnose condition are, Pfizer invited TracyLocke Brazil—a global agency part of groups Omnicom, ABC Group, and DDB Latina—to create a delicate campaign to bring awareness to the disease and show that it’s possible to slow down its progression.

Written by the agency and co-produced by Stink Films, the movie Beautiful Dreamer is the affectionate story of a young woman who’s always writing down the dreams she wants to realize. It’s then that she is diagnosed with the disease and sees her dreams fading away.  However, her hope springs anew when she finds out that the disease can be treated.

The soundtrack was composed by audio production company Lucha Libre, whichreimagined a song written by Stephen Foster in 1864, recorded by Bing Crosby in 1940, and which became famous due to the Beatles’ 1962 version. 

To Rodolfo Barreto, Chief Creative Officer at TracyLocke Brazil, the goal was to raise awareness of an important cause and sound the alarm about how the disease is largely unknown. “Communication must always focus on people. We’re talking about a life that may or may not be interrupted. This is what makes people conscious of and helps them understand Pfizer’s work.”

BEAUTIFUL DREAMER

Agency: TracyLocke Brasil

Client: Pfizer

Product: FAPs (Familial Amyloidotic Polyneuropathy)

Campaign: Beautiful Dreamer

CEO: Pipo Calazans

CCO: Rodolfo Barreto

ECD: Nina Lucato

Creative Director: Bruno Athayde

Art Director: Bruno Athayde, Alfredo Mariano

Copywriter: Vinicius Biss

Film Producer: Stink Films

Director: Salsa

Assistant Director: Tatiane Klein

Director of Photography: Maurício Padilha

Art Director: Ana Henriques

Executive Director: Ingrid Raszl

Executive Producer: Renata Dumont, Carolina Junqueira e Camila Martinez

Production Coordinator: Paula Macedo e Rogerio Maestro

Producer: Daniel Lombardi

Film editor: Victor Cohen

Post Production Coordinator: Roberta Bruzadin

Post Production Company: Humanóide

Color Grading: Marla Colour Grading

Audio: Lucha Libre

Head of Production: Mariana Sierra

Producer: Juliana Miyake, Bruna Martins

Head of Client Services: Michele Pereira

Account Management: Natalia França

Head of Media: Gustavo Gonzalez, Lucia Cucci

Media: Ricardo Mariano

Head of Strategy: Leandro Gimenez

Client Approval: Rafael Semin, Renner Teles