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Creative Award
London, United Kingdom
Danish Rheumatism Association - "The Pain Choir" by Eurobest 2023

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TitleThe Pain Choir
BriefDo you “OUCH” when bending down to tie your shoes? Not to mention the “AARGH” when getting up again? Or do you “OOOF” when opening the jam jar and “HMMF” when donning the socks in the morning? Risks are that you suffer from arthritis and are part of the world’s largest choir. The Pain Choir. It’s high time we recognise the groans and sighs as signs – our bodies are speaking, and if we fail to listen and respond soon enough, the damages will only get worse and worse, eventually reaching a point where no treatment can rectify. We turned the everyday signs of arthritis into a symphonic act, revealing the ubiquity – and absurdity – of the disease and the struggles it creates.
Agency
Campaign The Pain Choir
Advertiser Danish Rheumatism Association
Brand Danish Rheumatism Association

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