Friedreich & I
Biogen / VML Health Madrid + VML, Madrid
CREARCHIVE Score
57.1
BiogenFriedreich & I2025

Campaign Images
BrandBiogen
AgencyVML Health Madrid + VML, Madrid
Award ShowD&AD
CategoryINTEGRATED
Year2025
CountriesSpain, United States
Description
Friedreich & I is a poignant, imaginative story that highlights Friedreich's ataxia, a rare neurodegenerative disease that progressively limits mobility and causes severe complications. The film follows a young girl who meets "Friedreich", a furry imaginary friend. As she grows, he stays, subtly mirroring the disease’s devastating effects. Blending fantasy and reality, the film depicts the invisible struggles of rare illnesses, revealing Friedreich as a lifelong condition. With stunning visuals and sensitive storytelling, Friedreich & I raises awareness and sparks meaningful conversations.
Awards
- • Cannes Lions — B03 - Disease Awareness & Understanding: Direct to Patient or Healthcare Professional — Shortlist
- • D&AD — Pharma — Graphite Pencil
- • D&AD — Pharma / Film — Wood Pencil
Credits
BrandBiogen
ClientBiogen
Design AgencyLa Boutique 77
Entrant CompanyVML Health Madrid
Advertising AgencyVML Health Madrid
Production CompanyLa Boutique 77
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