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The Attack

basics
Industry: Pharmaceutical
Media:TV & Cinema
Market:United Kingdom
Style: Minimalism
descriptioncnen
EntrySummary
The film uses a lot of well known 'Jaws' shots to guide the viewer down the assumption that the film is about a shark attack.
Effectiveness
We shot in South Africa - where the threat of an actual shark attack was extremely possible. The lighting, water, and overall natural beauty of the location really emphasized the idea. The 1:235 cinema formatting was crucial in the narrative - adding scale and drama to the film.
BriefWithProjectedOutcomes
ABPI, Veeva / MINT regulatory boards
BriefExplanation
The film follows an elderly man who talks about an attack he had a year ago. We flashback to him in the ocean. The mood is tense and the use of underwater shots means we assume he's talking about a shark attack. He describes the impact - the pain on the side of his body, the chaos and the suffering. We experience the attack with him, and feel the horror. The film ends with a big reveal - the man states that he never wants to go through another heart attack. The call to action is that "no one should go through the horror of a second heart attack", and urges cardiologists to 'keep treating, keep beating"

Audience
Healthcare Professionals - cardiologists at Congresses
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Bronze Pharma
Healthcare Professional Engagement > Regulated
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