Pristiq - "Not Another Sad Song (Board)" by PHNX Awards 2022
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| Title | Not Another Sad Song (Board) |
| Agency | McCann Health |
| Campaign | Not Another Sad Song |
| Advertiser | Pfizer |
| Brand | Pristiq |
| Date of First Broadcast/Publication | 2021 / 5 |
| Product | Pristiq |
| Business Sector | Health & Pharmaceutical Products |
| Story | Hong Kong is one of the saddest cities in the world. 61% of adults struggle with mental illnesses, while 74% of those will never seek professional help. When we’re sad, we tend to listen to sad songs. So, what if this is a warning of mental illness and use technology to identify those people when they need help the most and reach out with support? Collaborating with JOOX, Asia’s largest music streaming service, the team in China used data to identify users who showed a sudden interest in melancholy music. Then, interrupted with a proactive message encouraged them to seek out the professional help they may need. The results have been amazing – The most important result? The people it touched. Not Another Sad Song is the perfect example of harnessing existing technology to meet people where they are to create a behaviour change that could truly have a life-changing impact. |
| Media Type | Case Study |
| Executive Creative Director | Pierre Loo |
| Executive Creative Director | Tommy Cheung |
| Creative Director | Jerry Lee |
| Creative Group Lead | Alex Tang |
| Art Director | Jamien Liu |
| Copywriter | Bono Ma |
| Copywriter | Sam Cheeseman |
| Account Director | Rio Lee |
| Managing Director | Sam Wong |
| President | Connie Lo |
| Chief Creative Officer | Matt Eastwood |