This Sweet Ad About Arthritis Urges Us to ‘Keep an Eye Out for Invisible Pains’

The Danish Rheumatism Association brings focus to the invisible pains that Arthritis patients experience everyday in this cinematic and narratively driven awareness film. It was directed by Mikkel Blaabjerg via Octopuss and created by the agency Primetime. 

In the film we follow a father and his daughter going about a relatively regular day - making breakfast, working, ballet class. But these everyday tasks aren’t quite as simple as they would be for non-arthritis sufferers.

Check out the ad below.