Here is a very inspiring film from Russian agency, Voskhod for their client Accu-Chek which is a glucose meter manufacturer. There is a misperception about diabetics that they are unable to live life to the fullest. No so at all. To prove that point this entire film was made by diabetics and their carers. The actors and actresses, the entire crew. Everyone. With 422 million people worldwide having diabetes, (and 7% in Russia alone) this is a great positive message to show the world that they aren't just sitting around suffering like they are depicted at the beginning on the film. When the cellist starts playing, they come alive.
Voskhod learned through interviews with the cast and crew that often they'd not get a job or fail an interview because of callous employers who would tell them diabetes was their own fault and that they should take better care of their health. While is is true that weight contributes to Type 2 diabetes, it isn't true of type one. But either way that's not the point and its no one's business and certainly shouldn't prevent someone from being hired. In this light, "Made by diabetics," is a great testament to what people with diabetes can do.
It's also a great testament to advertising. Instead of doing a product demo, they showed the benefit of using the product: a fuller life. The idea was based on a real insight which came from useful research. I know, right?
The spot may seem like a simple light to dark trope but the camera work is fantastic. And in case you were wondering, the film was shot on location in a Russian social housing complex, recreating the familiar post-Soviet apartment interiors, making the message is aimed squarely at the Russians, but still retaining a universality.
Be sure to watch the credits, too as they list what kind of diabetes each person has. It wasn't necessary, but definitely a nice touch to prove their point.

Agency: Voskhod Client: Roche Diabetes Care Rus (Accu-Chek) Brand: Accu-Chek Roche Diabetes Care Rus (Accu-Chek) Marketing director: Maria Molchanova Marketing communication group head: Marina Gruzdova Voskhod Creative Agency Creative director: Andrey Gubaydullin Copywriters: Anton Rozhin, Daria Ovechkina Strategic planner: Roman Bukh Postproduction: Ilya Linetsky Digital Creative Director: Dmitry Maslakov Digital Art Director: Anna Maslyakova Technical Lead: Valery Zaharov Web designer: Lilia Zagidullina PRODUCTION COMPANY SKBD.SH PRODUCTION Executive Producers: Nastia Korkia, Michael Romanov Producer: Vladimir Piskunov SERVICE COMPANY Radioaktive UA Executive Producer: Darko Skulsky Producer: Kate Galytska

Comments (2)

  • Dabitch's picture

    When I was nine years old, my classmate returned from summer leave with "an announcement" to the class. The teacher stopped everything to tell us that she had diabetes which they had discovered during the summer, and then she gave a short class on the blood sugars and insulin. The result of this was of course that we stared at our friend every time she ate for like six months and treated her like a martian. "So you can't have sugar?" -"No" - "What about ice-cream?"

    Years later we had completely forgotten that she had diabetes, as we all graduated together and went out for (sugar free) ice-cream. This film hits home. Some of the shots here are really nice, very good camerawork. As a piece of film, it's really quite nice how the entire building comes alive when the man on the cello plays. It's emotional and beautiful. Not sure what that has to do with diabetes.

    Mar 02, 2017
  • kidsleepy's picture

    I saw it as having nothing to do with diabetes and everything to do with living with diabetes correctly. In other words it's perception reality. In Russia they hear "diabetes," and think "disease." They want to show that if you are making sure your blood sugar level is where it should be than you can live a normal life. I still think it's much more interesting than a product demo where we watch someone prick their finger, and then run off smiling in the park with their golden retriever, which is probably what we would do for a commercial in the United States.

    Mar 02, 2017

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.