Campaign details
Brand: PfizerAgency: Ketchum/Little George
Overview
As part of Yellow September, Pfizer's month-long awareness campaign on the affects of depression, the agency delivered a dramatic twist. Enlisting professional actors who think they're being cast in a movie, the viral video captures the moment when they realize they don't know how to portray people with real depression: a profound illustration of the misunderstanding that surrounds the disease.
Situation
According to the World Health Organization, depression affects 322 million people worldwide. Between 2005 and 2015, that number grew 18.4%. Brazil has the second highest prevalence of depression in...