Transforming this complex neurological condition into a narrative about a girl and her imaginary monster, this campaign connects parents, caregivers and medical professionals through a campaign film, a book, a toy and interactive elements to raise global awareness of Friedreich's ataxia with families and professionals.
Friedreich & I
Turning an invisible disease into a story the world can finally see
Client
- Biogen
Office
- Spain
A poignant campaign from VML THE COCKTAIL that raises awareness of Friedreich's ataxia – a rare disease that often goes undiagnosed until it’s too late.
The most empathetic stories come directly from patients. Sometimes, it’s enough to simply listen in order to understand their experiences, their illness and what they want the world to know. With Friedreich and I, we're telling their truths with respect and sensitivity.
Natxo Díaz
Global Head of Craft, VML
Friedreich's ataxia is a rare neurodegenerative disease that begins in childhood and can go undiagnosed for years. Early symptoms like clumsiness, stumbling or difficulty writing are easily mistaken for typical development, while public awareness remains alarmingly low. The challenge is making the invisible visible and reaching families and professionals before it’s too late.
During the initial research phase, parents often expressed sentiments like "we thought it was just a phase" – an insight that became a guiding light. Childhood is filled with imaginary worlds, so what if an imaginary friend wasn’t so imaginary? What if it represented something real and dangerous? This fusion of fantasy and reality sparked a narrative that's poetic, relatable and deeply urgent.
Many children meet imaginary friends that fade with time, but some meet a reality no one imagines and that stays forever. "Friedreich & I" is a cinematic campaign that tells the story of María and her imaginary friend, Fried. What starts as a playful friendship gradually reveals itself to be a metaphor for Friedreich's ataxia. As the story rewinds, it becomes clear that María was not just playing, she was struggling. Backed by a children’s book, a plush toy and educational tools, the campaign sheds light on a condition that's not gotten enough attention.
With over 13,000 known cases in Spain alone, Friedreich's ataxia remains misunderstood and is often misdiagnosed. "Friedreich & I" gives this rare condition a face and a voice, helping families and healthcare professionals recognize what was once invisible. By translating early, complex symptoms into relatable narratives, the campaign has reached thousands of families and led to earlier detection. The campaign's emotional impact is sparking crucial conversations, turning what was often dismissed as "just a phase" into a potential diagnosis.
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Awards
2025
Pharma - Film
Wood Pencil
2025 ASPID
Best work at craft
Gold ASPID
2025 ASPID
Cinematography / Edition
ASPID
2025 ASPID
Audiovisual
ASPID
Press
'Friedreich and I' campaign raises awareness of the most common type of hereditary ataxia
ABC
'Friedreich and I' campaign raises awareness of the most common type of hereditary ataxiaEuropa Press
Biogen Uses Children’s Imaginations to Raise Awareness of Friedreich’s AtaxiaIbbonline
Biogen launches a campaign created by VML THE COCKTAIL to raise awareness about Friedreich’s ataxia, a rare neurodegenerative diseaseRoastbrief
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