| Title | A New Meaning of Life |
| Agency | Grey Chile |
| Campaign | A New Meaning of Life |
| Advertiser | Pfizer |
| Brand | Pfizer |
| Date of First Broadcast/Publication | 2016 / 5 |
| Business Sector | Health & Pharmaceutical Products |
| Philosophy | Breast Cancer is the main cause of mortality among Chilean women. Grey Chile client Pfizer wanted to raise awareness among the population about how this disease changes the meaning of life for those women diagnosed with it. Pfizer made an alliance with Chilean NGO Corporacion Yo Mujer, to launch a campaign on International Women’s Day (March 8th). The idea of the campaign was to provide a useful tool in a form of a dictionary to debunk myths and prejudices, regarding the disease, while improving society's understanding of how Cancer might change the meaning of life. Grey Chile with Pfizer and Corporacion Yo Mujer, selected 20 Breast Cancer patients on different stages of the disease, to re-define the meaning of Life choosing over 150 words such as "fight", "tears" or "smiles", creating a unique dictionary, that will be a legacy for other women diagnosed with breast cancer, their relatives, friends and Chilean society. |
| Result | The dictionary became a communications platform and as an aid of understanding how breast cancer patients feel after being diagnosed. More than ten thousand (10.000) dictionaries were distributed to hospitals, Cancer Treatment Centers and bookstores. The campaign was a total success for Pfizer, that led to a better perception of their brand, as they collaborated with a cause which was highly acclaimed by the media, influencers and social agents. Thanks to this campaign, Pfizer had the space and opportunity to talk about cancer from the point of view of those who are living with it. It was a great way of showing their corporate social responsibility. |
| Media Type | Web Film |
| Length | |
| Creative / Art Direction | Carles Puig |
| Account Planner | Natu Inzulza |
| Creative Director | Alberto Osorio |
| Art Director | Roger Benítez, |
| Art Director | Fernando Alvarez |
| Producer | Mauro Medina |
| Account Director | Viviana Anderson, |
| Account Director | Loreto Villagran, |
| Account Director | Paula Larenas |
| Production Company | PANZA |
| Director | Lucas Tripodi |
| Executive Producer | Alejandro Moya Gunther |
| Producer | Marcelo Cadiz |