The Fin

A couple of weeks ago, Dan Lasko, a 33-year-old Afghanistan war veteran from Pa., entered the pool at Long Island’s Eisenhower Park for a first test of 'The Fin' - a first of its kind custom-fitted 3D-printed prosthetic leg that permits an amputee to go straight from land into the water and back. For Dan, who only wanted to swim again with his kids, this remarkable 3D engineering is literally a life changer.
Northwell Health and JWT NY looked at the human needs beyond the health needs and achieved innovation at a different level: a human breakthrough. We believe this is an innovation for the future of all parents, athletes and amputees.
“Putting people at the heart of innovation gets you to look at healthcare and marketing differently. We want to identify innovative ideas and bring them to a marketable state for our clients," said Ben James, ECD, J. Walter Thompson New York.
This is also the result of a true client / agency partnership: we took Northwell beyond brand ads, and created about brand acts. Brand acts that highlight Northwell's capabilities and help them in their mission to raise the standard of health care.
“We knew Northwell are a system of incredible expertise with a great Veteran’s Service Program," said James. "And we knew that returning veterans face challenges in returning to something closer to life as they knew it. So we identified a space that felt underserved. Need met capability. The formula for innovation.”