Nurses spend countless hours providing care to others. But sometimes that’s hard to see. This year for National Nurses Week, GE HealthCare is celebrating nurses everywhere by turning their hours into brushstrokes, to paint a detailed picture of what a nurse’s never-ending commitment to care actually looks like—in a way that’s never been expressed before.
BBDO New York partnered with Tim Okamura, a Japanese Canadian artist based in NYC known for his contemporary realist portraits, to bring this idea to life. Experiential partners Dot Dot Dash developed a customized frame that was composed of infrared lasers that were mounted on top of each canvas. Every time Okamura’s paint brush touched the surface breaking the path of the lasers it was recorded on the monitor beside the canvas.
Okamura helped visualize the “care data” of four different nurses, paying homage to their commitment with each stroke he painted. The number of brush strokes coincided with the many hours each nurse has selflessly given to patients.
And because a nurse’s work is never finished, neither are the paintings. Intentionally left incomplete, these “Canvases of Care” serve as a reminder and celebration of a nurse’s never-ending resilience, passion, and commitment to helping others.
This video shows us the painting reflecting the service and dedication of nurse Simone Hannah-Clark.
Rob Concepcion, creative director, BBDO NY, said, “Nurses dedicate so much time and energy to helping others. These unfinished paintings celebrate nurses’ never-ending commitment to care, and visualize that commitment in a way that feels tangible. Serving as a reminder how lucky we are to have them.”
Okamura observed, “I love the concept relating the brushstrokes to the number of hours that they’ve put in their career. It just really gives you a sense of how much work, how much dedication, just the commitment to care that each one of these nurses has put in.”
The artist added, “I feel empathy in all of their faces, and I just feel like I’m seeing some very kind people, like truly kind humans.”
CreditsClient GE Healthcare Agency BBDO New York Jon Chapman, chief creative officer, BBDO Health; Jess Rello, Rob Concepcion, creative directors; Sara Kway, jr. art director; Danah Fakhreddine, jr. copywriter; Enda Conway, head of connections strategy; Lucy Bennett, influencer lead; Ankit Mehra, strategic planner; James Young, EVP, director of interactive production; Philip Savage, interactive producer; Jasmine Batista, art producer; Kadin Herring, jr. interactive producer. Artist Tim Okamura Production Company BBDO Studios Kelly Matousek, director of BBDO Studios; Matt Brody, supervising producer; Hannah Squeglia, field producer; Greg Mezey, DP; Cathy Ellis, post producer. Technology Studio Dot Dot Dash Stu Kozlowski, executive director, business development; Adam Paikowsky, executive director technology; Steven Kasprzyk, business director; Danish Aziz, director of digital product; Madison Nouguier, project manager; Cody Steinfeld, jr. project manager.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More