As a longtime champion of nurses, Johnson & Johnson engaged UM’s content unit, UM Studios, to create a piece of premium content that would break stereotypical representations of nursing in the media, spark a cultural dialogue and live in non-traditional spaces. The result was the documentary film 5B, which told the inspiring story of the nurses who created the first HIV ward in the US. Acquired by Verizon Media, 5B became the first-ever brand-funded feature film in history to be screened at the Cannes Film Festival, followed by its theatrical release in June 2019. The film also won UM the first-ever Entertainment Lions Grand Prix win for a media agency at the 2019 Cannes Lions International Festival of Creativity, in addition to Gold for “Film Craft Lions—Direction,” Silver for “Film Craft Lions—Editing,” and other awards. 5B is an industry game-changer for how brands can create and use content to impact culture.