{"id":13951,"date":"2021-09-09T14:48:58","date_gmt":"2021-09-09T13:48:58","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13951"},"modified":"2022-04-21T12:26:19","modified_gmt":"2022-04-21T11:26:19","slug":"how-do-you-make-great-work-and-why-does-it-matter","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/teva\/how-do-you-make-great-work-and-why-does-it-matter","title":{"rendered":"How do you make great work and why does it matter?"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-bold-Z1yF8X0 wp-block-lazyblock-text-full-width-bold\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n\n    <h4>We ask Teva&#8217;s Noa Shumovitch<\/h4>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Tlpv8 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/701622336?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-ZulXcM wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">\u2018Hairdresser\u2019 is a film by Teva Pharmaceuticals and VCCP Health that celebrates the essential role of unpaid carers and their endless devotion and love. It has won multiple national and international awards, including best in show at the PM Society and a recent gold and silver lion at Cannes Lion Health.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">We spoke to Noa Shumovitch, VP Head of Corporate Brand, to talk more about what this work has meant for her and for Teva. <\/span><i><span style=\"font-weight: 400\">\u201cGetting recognition for work that we feel so passionate about was a great feeling, but the main reason we\u2019re so delighted is that it helps us shed a light on the topic of caregivers\u201d <\/span><\/i><span style=\"font-weight: 400\">Noa told us. <\/span><i><span style=\"font-weight: 400\">\u201cWhile around half of the world\u2019s population are acting as caregivers, it\u2019s still very much under the radar of the industry in general \u2013 which is crazy. So being able to bring it into the public awareness through something as big as the Cannes awards is fantastic.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">For background, The Cannes Lions International Festival of Creativity is the largest and most prestigious annual event for creative advertising and communications. Lions Health was launched in 2014 to celebrate life-changing creativity in the wellness and pharmaceutical sectors and in recognition of the work coming out of this sector that navigates its own unique challenges in getting produced.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">However, making work that meets the criteria of the Lions Health judges is no mean feat. We asked Noa more about how they got to the end result. She explained that her team was tasked with raising awareness of the challenges that carers face every day. And to do so in a way that spoke to caregivers themselves and the general public. They had to find the right story to tell to do this and a lot of the hard work went into preparing before the creative process even began, talking to caregivers and crafting the right brief for their business objective.<\/span><i><span style=\"font-weight: 400\"> \u201cIt was not a short process\u201d <\/span><\/i><span style=\"font-weight: 400\">Noa laughed.<\/span><i><span style=\"font-weight: 400\"> \u201cWe relied on a lot of research. First quantitative research, to get an idea of the scale of our audience \u2013\u00a0which was vast. Then we moved on to qualitative, where we really began to understand the personal challenges and emotions that were at play. We shared our research to get buy in and then set about preparing a brief.\u201d<\/span><\/i><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">The brief was then shared with VCCP Health, who spent time understanding both the challenge and the human heart of the brief through many conversations with Teva, as well as their own research. The process to get there may have been painstaking, but Noa said the final choice of creative was an easy decision. <\/span><i><span style=\"font-weight: 400\">\u201cIt was very clear the minute we saw [Hairdresser] that it was spot on and exactly the emotions and the message that we wanted to convey.&#8221;<\/span><\/i><\/p>\n<p><strong><i>&#8220;The process of actually getting people to agree to the creative itself was relatively short, but only because there was so much preparation going on beforehand.\u201d<\/i><\/strong><\/p>\n<p><span style=\"font-weight: 400\">Many people working in the pharmaceutical industry face the difficulty of balancing creative work with the strict regulations that govern communications. <\/span><i><span style=\"font-weight: 400\">\u201cWe may have our limitations as a pharmaceutical company\u201d <\/span><\/i><span style=\"font-weight: 400\">Noa said, <\/span><i><span style=\"font-weight: 400\">\u201cbut it doesn&#8217;t mean that we can&#8217;t create great work that delivers on our objectives in a creative way, in an emotional way and in a way that benefits society.&#8221; <\/span><\/i><span style=\"font-weight: 400\">What tips would Noa give others looking to make strong creative work in the pharmaceutical industry? \u201c<\/span><i><span style=\"font-weight: 400\">Find a creative agency to partner with that shares your vision.\u201d <\/span><\/i><span style=\"font-weight: 400\">She advised<\/span><i><span style=\"font-weight: 400\">. \u201cAnd ensure buy-in throughout the company before the creative is even briefed to help avoid potential problems later in the process.\u201d\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">We discussed the importance of confidence and belief in your project too.<\/span><i><span style=\"font-weight: 400\">\u201cDon&#8217;t be afraid to push the envelope\u201d <\/span><\/i><span style=\"font-weight: 400\">Noa insisted.<\/span><i><span style=\"font-weight: 400\">\u00a0<\/span><\/i><span style=\"font-weight: 400\">Noa\u2019s passion and positive approach to the challenges that come with pharmaceutical advertising helped drive creative that made it onto the international awards stage. What better way to achieve the objective of raising the profile of an unseen group and highlighting the support that Teva can offer caregivers all around the world?\u00a0<\/span><\/p>\n<p><strong><em>&#8220;Believe in what you&#8217;re doing. If you have great creative that answers the brief and you believe it delivers the right message for your brand, then be courageous enough to go for it, even if it&#8217;s not the traditional type of work &#8211; or maybe especially if it&#8217;s not the traditional type of work.&#8221;<\/em><\/strong><\/p>\n<p><a href=\"https:\/\/vimeo.com\/570250594\/cc910f1e2a\">You can watch the film here.\u00a0<\/a><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-Z2rj2z wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Health-Banner-awards.001.jpeg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":44,"template":"","class_list":["post-13951","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10110"],"client_id":"10330","hero_video":"","hero_image":{"ID":13953,"id":13953,"title":"Cannes Awards 1920 x 1080 - option 1 (1)","filename":"Cannes-Awards-1920-x-1080-option-1-1.png","filesize":1463105,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1.png","link":"https:\/\/www.vccp.com\/uk\/work\/teva\/how-do-you-make-great-work-and-why-does-it-matter\/attachment\/cannes-awards-1920-x-1080-option-1-1","alt":"","author":"44","description":"","caption":"","name":"cannes-awards-1920-x-1080-option-1-1","status":"inherit","uploaded_to":13951,"date":"2021-08-25 08:07:48","modified":"2021-08-25 08:07:48","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Cannes-Awards-1920-x-1080-option-1-1-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"How do you make great work and why does it matter?","meta-description":"\u2018Hairdresser\u2019 is a film by Teva Pharmaceuticals and VCCP Health that celebrates the essential role of unpaid carers and their endless devotion and love. It has won multiple national and international awards, including best in show at the PM Society and a recent gold and silver lion at Cannes Lion Health.\u00a0This page showcases Noa Shumovitch, VP Head of Corporate Brand discussing the campaign and what it meant for TEVA.  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