Pfizer Launches a Campaign To Encourage Dreams Beyond Rare Diseases
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