Best Pharmaceuticals Online Video

BRILINTA has always had a singular mission—to help prevent heart attacks. We needed to remind heart attack survivors to keep doing all they can to protect themselves from another heart attack. When COVID-19 hit, the challenges it presented made that message even harder to get out.

The pandemic caused us all to pause and focus on what’s most important. So we centered our message around one singular idea: survive for the most important people in your life. Knowing that staying on BRILINTA reduces the risk of future heart attacks, it was important that survivors understood the impact of what staying on treatment could mean for their lives, and the lives of their friends and family. To ensure our message resonated on a personal level with those who have previously survived a heart attack, we called upon brand ambassador and fellow heart attack survivor, Bob Harper, to deliver this message. To strengthen our family-driven story, we shot Bob in his own home, surrounded by the people most important to him—his partner and loved ones.

The pandemic created unforeseen challenges for capturing the footage for our story, so we tailored our production by having an extremely limited in-person production crew and virtually live-streaming the footage from a fully remote video village 3,000 miles away—all while never losing the human connection needed to create a compelling spot.

By responding to the times and leveraging our knowledge around our audience’s ties to surviving for those they love, we were able to produce a spot that connects on raw emotions and reminds survivors that staying on treatment gives them the best chance to be there for the ones they love most.

Contributors:

Director, Consumer & Digital Marketing at AstraZeneca:	Nicholas Lucente
Associate Director, Consumer Marketing at AstraZeneca:	Sandra Heinig
	Patients and Purpose
	Link9
	United Entertainment Group

PATIENTS & PURPOSE

Location: United States