CASING CREATIVITY

Behind Eurobest-winning Work 

Join us as we delve into the stories behind 2020’s Eurobest-winning work. From the implementation of new pharmaceutical guidelines to clothing combatting extinction, these case studies uncover the meaning and motives of creatives on a mission to not only benchmark Europe’s creativity, but to change the world.

Behind Eurobest-winning Work

THE DIRTY TRUTH

Behind many medicines lies a dirty truth. Lax environmental laws mean there are few stipulations on how pharmaceutical waste is dumped. In Hyderabad, India - a place where many of Sweden’s medical drugs are manufactured, the water contains enough drug residues that medicine is extractable. Apotek Hjärtat did just that and the extracted result was ​a pill few would take voluntarily - ​Sordidum Pharmacum.

This new dirty medicine, extracted from the rivers of Hyderabad contained active chemical substances for drugs which treat ailments and diseases such as:

  • Severe pain (Tramadol)
  • Epilepsy (Levetiracetam)
  • Cancer (Anastrozole)
  • HIV (Nevirapine)

The question Sweden’s largest privately owned pharmaceutical company asked was: 


Why should our medicines
make other people sick?

The consequent report dominated coverage in both Sweden and India and highlighted the absence of environmental regulation surrounding the production of medicinal drugs, and the extent to which chemicals can enter local water supplies.



10% OF THE SWEDISH POPULATION
VISITED THE CAMPAIGN SITE

Source: NEPA

Behind Eurobest-winning Work

GREENER GUIDELINES

Following on from their groundbreaking report, Apotek Hjärtat created ‘Välj med hjärtat; (Follow your heart). This is a straightforward stamp of approval for labeling prescription-free drugs that live up to environmental and sustainability standards.

“It’s an urgent problem that we must do something about”

SWEDISH SOCIETY FOR NATURE CONSERVATION

Behind Eurobest-winning Work

A dose of inspiration

If this Eurobest-winning work has inspired you to put forth your own game-changing creativity, all you need to do is download the Entry Kit. Learn more about key dates and fees.

Download the Entry Kit