Cannes Contenders: Campaigns & Grey Philippines

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…

Pain Portraits campaign for Baliuag District Hospital

Campaigns & Grey Philippines

Bulacan is a province north of Manila where agriculture is an important industry and physical work often comes with overcoming pain. In this environment, work disability due to migraines is a serious problem yet not well accepted or understood.

Migraines remained undiagnosed and undertreated in at least 50% of the sufferers, with less than half having even consulted a physician. They had a hard time expressing the severity of their pain to non-sufferers, who often dismissed it as a simple headache.

To improve consultation Campaigns & Grey Philippines needed to not only show sufferers that we understood their pain, but to also give it legitimacy. We used a highly sensorial and descriptive idea: migraine metaphors. We created a series of posters, each conveying a different metaphor, placed in public areas such as transport terminals and in the hospital itself. By using metaphors, sufferers could recognize we understood them; while non-sufferers could get a sense of the agony of the sufferers’ pain in terms they could relate to, thereby reducing stigma.

We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.