Pfizer turns dreams into reality

Most of us have never heard of familial amyloid polyneuropathy (FAP), but a new Pfizer campaign is looking to change that by shining a light on the rare neurological condition – and showing us how spotting the early warning signs can help slow its progression.

Created by TracyLockeDDB Brazil, directed by Salsa, and co-produced by Stink Films Brazil, Beautiful Dreamer is the story of a young woman with big plans for the future. 

Scribbling down her dreams of scuba diving with sharks and travelling to Indonesia, her wall rapidly fills up with Post-It notes – but those dreams are seemingly decimated when, after experiencing tingling feet and a loss of sensitivity in her hands, she’s diagnosed with FAP. However, hope springs anew when she finds out that the condition can be treated.

In a category that still has plenty of creative catching-up to do, this beautifully-crafted spot is a breath of fresh air.