The challenge was to create awareness for global medtech company Getinge and highlight their ground-breaking ventilation technology. But since we were in the middle of a pandemic, the association could be anything but optimistic. So, we chose to tell the story of one of life’s greatest miracles.
In the main film, we follow a creative portrayal of a neonatal doctor’s life backwards in time, through life-defining moments, to a dramatic beginning. At the end of the film, we realize she was born prematurely. The story was inspired by Dr. Sabina Checketts, who was born 12 weeks early with a 50/50 chance of survival. Now, she helps save other premature babies.
Throughout the campaign, we meet Dr. Checketts in the main film and hear her story in a mini-documentary featuring leading physicians and Getinge’s medtech experts.
The hero film got a Diploma in GULDÄGGET (Sweden’s most important communications festival), Craft category.