The challenge was to create global awareness for Getinge and their ground-breaking ventilation technology during a pandemic, when the association is anything but optimistic. So, we chose to tell the story about one of life’s greatest miracles.
In the main film, we follow a creative portrayal of a neonatal doctor’s life backward in time, through life-defining moments, all the way to a very dramatic beginning. 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. 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 also featuring leading physicians and Getinge’s medtech experts.