Saatchi & Saatchi Italy Goes Primal to Address Rare Diseases

By Kiran Aditham Comment

Creating what’s essentially a PSA disguised as an art-house short film, Saatchi & Saatchi Italy recently unveiled this 90-second clip for Dompe, a Milan-based biopharmaceutical company that focuses on rare diseases.

The aptly titled “The Rarest Ones” campaign uses the behaviors of animals ranging from bats to wolves to seals as metaphors to evoke the emotions of our male nude protagonist. The well-produced, beautifully shot short (directed by Roberto Saku Cinardi ) takes us through various landscapes in the Canary Islands and other destinations as our character waxes philosophical and indulges his animalistic side. The basic goal of the short is to highlight how actual wildlife facing possible extinction like the ones mentioned above garner much more attention than humans with rare, often untreatable diseases.

Regarding the film, which was launched to raise awareness of World Rare Disease Day on Feb. 28, star Tommaso Galluppi — a 22-year-old suffering from a medical condition known as Hyperphenylalaninemia — says, “I was looking for a ‘solid’ way of giving voice to people like me who struggle every day – and I found it in this project.”

He continues, “I had no hesitation in agreeing to take part in this film.  It was not easy because I had to bare not only my body, but also my soul, my personal experience with the world of rare diseases.  I found myself shooting in the desert, in the snow, in caves and in water.”

Tommaso’s dedication and the short’s imagery is certainly eye-opening.


Agency – Saatchi & Saatchi

Regional Creative Director EMEA – John Pallant

Executive Creative Director – Agostino Toscana

Creative Director – Alessandro Orlandi, Manuel Musilli

Art Director – Alessandro Orlandi, Manuel Musilli

Copywriter – Antonio Di Battista, Leonardo Cotti

Account manager – Francesca Bertocco

Senior Digital Strategist – Stefano Caridi

TV Producer – Erica Lora–Lamia

Production Company – Al One Srl

Director – Roberto Saku Cinardi

Dop – Luca Esposito

Executive Producer – Alan Vele

Editor – Marcello Saurino

Music – Guido Smider, Michele Caiati

Sound design – Guido Smider

PR Agency – MSL Group

Social Media Agency – Ambito5