Genentech | "If That Was You Then..." PSA

GOLD, SILVER, & BRONZE - London International Awards 2022 - Pharma & Medical

The 55+ crowd weren’t going for lung cancer screenings because of a social stigma: society shamed and blamed them for smoking.

Instead of doing the same old scare tactics, we used nostalgia to bring our target back to a more carefree time when everyone smoked - it was part of accepted culture. The PSA reminded people that there’s nothing to feel guilty about and encouraged them to get screened.

2022 One Show Shortlist / Film

2022 One Show Shortlist / Craft - Art Direction

2022 One Show Shortlist / Production Design