Brendan Gaul says although the Johnson & Johnson documentary ‘5B’ is based on a 35-year-old story, it is ‘more relevant’ today.

IPG Mediabrands’ UM Studios takes home its first Cannes Lions Grand Prix, in Entertainment—a big win for the media agency’s content studio.

The win is for “5B,” a documentary UM Studios produced for client Johnson & Johnson on the San Francisco General Hospital’s 5B ward, the first that treated people with HIV/AIDS during the early 1980s—when most healthcare professionals mischaracterized it as a “gay” disease and refused treatment to patients.

“There’s a lot in [that win] for me,” says Brendan Gaul, UM global chief content officer, head of UM Studios and producer of the film. “It’s incredible to be recognized in this way in this [Pride] month.”

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