In this main campaign film for medtech company Getinge, we follow a neonatologist delivering a baby at a hospital. In a series of clips, going backward in time, we see the doctor as she gets younger. We hear her gasping for breath while exercising, cheering for joy at her graduation, and breathing nervously as she awaits her wedding ceremony. At the end of the film, we realize she herself was born prematurely, and see her receiving respiratory aid from a ventilator.
The story was inspired by Dr. Sabina Checketts, who was born 12 weeks early with a 50/50 chance of survival. Checketts decided to become a doctor at an early age, when her mother routinely pointed out a man walking down the street on his way to the hospital and said, “That’s the doctor who saved your life.” Now, she helps save other premature babies.
The campaign–”Life-defining moments”–came from agency Forsman & Bodenfors, Gothenburg, Sweden, with this centerpiece awareness film directed by Magnus Hardner via production company BR-F.
Getinge is a leading manufacturer of advanced ventilators and equipment for intensive care. Its products have helped both adults and premature babies through hard times. Debuting today (10/1) in the U.S., U.K., Germany, France, Sweden, China and Japan, the campaign is designed to connect with physicians, the medical community and the broader public.
“We think the creative portrayal of Sabina Checketts’ story is perfect for talking about Getinge’s technology in a human and relatable way. It required a thorough understanding of their business goals, target groups and their products. In the end that’s what made it possible to reach our audience, not only as professionals but as humans,” said Stefan Thomson, creative at Forsman & Bodenfors.
