While the coronavirus pandemic caused the recent postponement of the Cannes Film Festival and the Cannes Lions International Festival of Creativity, another healthcare crisis story–in the form of a branded content documentary–made its mark at both those Cannes events nearly a year ago. The breakthrough film was 5B which debuted at the 2019 Cannes Film Festival as part of its Special Screenings lineup in May only a month later to win the Entertainment Lions Grand Prix, among other honors, at the Festival of Creativity.

Brett Henenberg, SVP, global head of production at UM Studios (the content creation arm of marketing and media agency UM Worldwide), served as a producer on 5B, named after the San Francisco General ward which opened in 1983 as the first full-fledged hospital unit dedicated to treating people with AIDS. Produced for UM Worldwide’s client Johnson & Johnson, the documentary showed the positive power of nursing, continuing a theme which the brand has championed over the years.

SHOOT caught up with Henenberg who reflected on the success of 5B and efforts by UM Studios to continue to build momentum with branded content that resonates across the marketing and entertainment sectors, finding a place in popular culture.

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