Unknown Protagonists
Myasthenia is a rare, chronic, and invisible neuromuscular disease. It affects voluntary muscles, turning everyday acts like walking, smiling, talking, or breathing into an extreme challenge. With over 15,000 patients in Spain and a diagnosis that can take years, the challenge for AMES was clear: to give a voice to a condition that isn't visible to the naked eye and to raise awareness among society and the medical sector about the daily struggle of those who suffer from it.
Based on the premise that “what is a walk in the park for you is an action movie for them”, we transformed the patients' daily lives into a major film production. Myasthenia patients didn't choose this script, but they face invisible battles with a courage worthy of the big screen. They stopped being extras in their own lives to become the Unknown Protagonists of real stories full of resilience.
The Hero Spot: We developed and produced, together with Otherlands , a deeply emotional and narrative audiovisual piece. Through the intertwined stories of Pilar (and her dog Thor), Leisi, and Robert, we portray how an ordinary action—reaching the third corner, taking care of children, or calculating the '4 minutes of muscle oxygen' needed to buy bread—becomes a true feat.
National Out-of-Home (OOH) Campaign: We designed a series of street furniture displays and outdoor visual assets distributed across major cities throughout Spain. Using a clean, bold aesthetic inspired by movie posters, we turned the streets into the stage where these "life stories" premiered.
Digital Ecosystem & Landing Page: We conceptualized and designed an interactive landing page optimized for the campaign. On it, users can not only watch the spot but also learn about the prevalence of the disease, download corporate support frames for healthcare professionals on LinkedIn, and actively participate in dynamic giveaways on Instagram using the hashtag "Your movie life".
Results: A 360° campaign with a strong outdoor and digital presence that succeeded in humanizing clinical data. "Unknown Protagonists" managed to shine a light on an invisible reality, generating a wave of empathy nationwide, reinforcing the support of the co-producing laboratories, and, above all, giving the leading role to those living with myasthenia every day.
Over 7.8 million readers across 41 press publications.
Over 110,000 organic views of the spot during its first week of launch.
Over 450,000 net impressions on outdoor media (street furniture).
