BRAND: ROCHE INDIA CAMPAIGN: THE DIABEATERS (VIEW ON YOUTUBE)
OVERVIEW: When Roche approached the Den for curating an explainer video for a beginner’s guide to diabetes, we knew they were in for a creative ride. The DiaBeaters film campaign intent was: to educate children about T1D; to normalize the condition; and to build a wider community of peer support. This is developed to provide a “beginner’s guide” to diabetes, to build out simple-to-understand but medically correct messages about T1D so that the children participating feel empowered as “T1D heroes” themselves (Medikator, Nutriblast, Captain Active and Accumon). The film will build up a story around the DiaBeaters’ strengths which align to the four key aspects of managing T1D: diet; exercise; medication; regular checking of blood glucose levels.
After developing a concept for the video, we worked on sketching quirky characters, a catchy yet easy to understand script and a vivid color palate. The short video ‘DiaBeaters’ featured 2D animation and multiple superhero voice overs.