2022 Winners & Shortlists

DON'T IGNORE RED

BrandMSD BIOPHARMACEUTICAL COMPANY
Product/ServiceBLADDER CANCER AWARENESS
EntrantPHENOMENA Beirut, LEBANON
CategoryBrand-led Education & Awareness
Idea Creation PHENOMENA Beirut, LEBANON
Production PHENOMENA Beirut, LEBANON

Write a short summary of what happens in the film

With the Bladder Cancer Awareness month approaching, the brief was to alert people on the first obvious symptoms, blood in urine, and push them not to ignore the sign and consult their physician. Our main objective was to simplify the delivering of the message in order to reach the widest audience possible. With a simple contrast between the Yellow world; the energy, the happiness, the source of life, and an odd Red dot, the balance is totally disturbed, where the RED DOT becomes a red flag which can not be ignored. We wanted to raise awareness on how disregarding a small red blood drop can have serious damage on your health. A call to action was presented at the end to push everyone to consult their physicians in case an odd RED DOT was spotted in someone's urine.

Tell the jury about the production design/art direction. You may wish to comment on choices, challenges or effects.

In order to deliver the message properly and simplify it as much as possible, we went extreme with the yellow set including all its props. The choice of color was the yellow since it represents the sunshine, happiness, life, tranquility... and is in fact the color of the urine. We placed the red dot which was symbolized by a red button, in a place where only, by looking close enough, can be spotted. The real challenge was finding in a very short timeline of 2 days, the props and outfit parts all in yellow.

Credits

Name Company Role
Sami Saab Phenomena Creative Director
Patrick Nacouzi Phenomena Production Manager
Josette Rouphael Phenomena Producer
Fadi Kassem Freelancer Director
Michel Kfoury Phenomena Art Director