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The Coldest City

basics
Industry: House, Garden & Pets
Media:TV & Cinema
Market:United Kingdom
Style: Minimalism
descriptioncnen
EntrySummary
The Coldest City on Earth film is a documentary that studies tooth sensitivity in the extreme. To understand why Sensodyne went to Yakutsk, understanding the condition of tooth sensitivity is important. The short, sharp twinge of pain that is tooth sensitivity is triggered most commonly by cold food and drink. In some circumstances, even breathing in cold air can trigger sensitivity. We could only imagine the pain that temperatures below -70 degrees C could inflict, and so decided to go and learn more, and hear first hand from the people that experience this agony. As the number 1 dentist recommended brand for sensitivity, Sensodyne is committed to learning more about the effects of such extreme cold, and went to appropriate lengths to do so; to the Coldest City on Earth.
Effectiveness
We wanted to faithfully represent Yakutsk, the environment, it’s quirks, extremes and geography through the cinematography of our documentary. The landscape was so dramatic that the production team were spoilt for choice, provided we could actually travel there, snowy white-outs and extreme weather permitting. To capture the perma-frosted Siberian landscape from a dramatic birds-eye perspective, we took a number of heavily weather-proofed drones. But equally, we wanted to capture an intimate picture of the lives and characters of our cast, which meant also using a very simple, agile camera set up, enabling a completely different perspective on Yakutsk and for us to head off wherever our cast took us, on any given day
BriefWithProjectedOutcomes
The Coldest City Campaign is a global campaign, created to allow it to meet all local regulations. GSK have an internal advisory department called CCAT, who must approve all communications. CCAT factor in all medical and legal considerations, meaning all work run by GSK is compliant.
BriefExplanation
The film sees Sensodyne travel over seven thousand miles to the coldest inhabited city on earth, Yakutsk, Siberia, to meet its inhabitants that live in such an extreme and dramatically beautiful place, and to hear their experiences about the challenge of having tooth sensitivity in such an environment. Living in a place so cold that birds die mid-flight and mercury can even freeze, Yakutsk is one of the worst places to have tooth sensitivity, but the best place to study it. The film follows the lives and stories of its heroes, listening to their stories about how they cope - and thrive - in their extraordinary environment, whilst studying sensitivity and contributing to the viewers understanding of the condition, and Yakutsk, at the same time.
Audience
The campaign increases understanding of a condition that 1 in 3 people globally suffer from – tooth sensitivity – studied through real people, living in the most challenging conditions possible. For the sensitivity sufferers we met in Yakutsk, the introduction of Sensodyne into their oral care could be genuinely life-changing.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Health & Wellness
OTC Applications
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