[June 22, 2015]

Gold Cannes Lion to StrawberryFrog and Orexo for "Out The Monster" Cultural Movement

The cultural movement focused on fighting the accidental addiction to opioids - an epidemic that is plaguing America - won Gold in the world's most prestigious advertising awards show: Cannes.

The 'Out The Monster' cultural movement is raising awareness, generating discussion, and providing important information.

Launched by Orexo US, Inc. (Orexo) the 'Out The Monster' cultural movement (www.outthemonster.com) aims to de-stigmatize the disease of accidental opioid addiction and ultimately help patients have the confidence to come forward and seek the help they need.

The creative centerpiece of this movement is a short film designed to raise the hair on the back of your neck and inform people about a lurking Monster that kills more and more people every day. By using the provocative symbol of a 'Monster' hiding in the shadows to symbolize the disease of accidental opioid addiction, the campaign is inspiring the public to help patients shine a light on this plague.

"The StrawberryFrog team have been great partners for Orexo and this Golden Lion is a testament to the cultural movement strategy and strength of their creative. The 'Out The Monster' movement encourages the public to rally together and do something about the epidemic of accidental opioid addiction. With a hair-raising film, informative website and broad social media presence, we're doing our part to cut through the noise and tacke a hugely important issue that has been hidden for far too long," says Robert DeLuca, President, Orexo US.

Devised by StrawberryFrog, the New York Ad Agency and Orexo's strategic and creative partner, the cultural movement introduces the idea of a Monster that must be "outed" because of the deadly havoc it's wreaking nationwide.

Scott Goodson, Chief Executive Officer of StrawberryFrog said, "We are thrilled with this Gold Cannes Lion for our 'Out The Monster' movement - it definitely marks a change from the dry, technical disease awareness campaigns. Almost 5% of people who have been prescribed opioid pain relievers by their doctors will develop an addiction. We wanted to create a film that would generate intrigue, compel people to visit the site and get informed. This movement speaks to the four and a half million people who are at risk of succumbing to the Monster. We could never have archived such great impacts without the incredible partnership with Robert DeLuca, President, Orexo US and his amazing team. It's been a real team effort. I am also very thankful to our extraordinary partnership with Spark Media. It's a wonderful partnership," says Scott Goodson.

DeLuca added, "Orexo is honored to have been awarded the Gold Cannes Lions 2015. This supports our goal of raising awareness of the opioid addiction epidemic currently gripping the US and providing education to promote constructive dialogue and progress in the fight against the Monster. It's incredibly exciting to be reaching out to the public with such eye-catching communications. By accurately depicting the darker aspects of this disease, it allows us to authentically connect with those who have already been affected by accidental opioid addiction and understand the devastating consequences. It also allows us a unique opportunity to captivate and engage a previously passive audience and build them into a community of compassionate advocates. This creative is very different from other disease awareness campaigns of the past and establish Orexo as a leader on this important issue, willing to boldly speak up on behalf of accidental opioid addiction patients."

The campaign is being supported with digital and social media, conferences, a film and a book entitled 'Out The Monster,' which describes the growing plight of accidental opioid addiction, the warning signs and how you can help fight it.

StrawberryFrog won the 2015 Gold Cannes Lion award for the world's best Pharma advertising campaign. It was awarded June 19, 2015.

About StrawberryFrog

Started in 1999 by Karin Drakenberg and Scott Goodson, StrawberryFrog has grown some of the world's most iconic brands by creating Cultural Movement strategies and programs. Based on Madison Avenue in NYC, the agency has a reputation for stepping out of line for companies big and small such as Emirates Airline, Google (News - Alert), Nature's Variety, smart car, Heineken, Jim Beam, P&G, and SunTrust.

View source version on businesswire.com: http://www.businesswire.com/news/home/20150622006023/en/

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