Life-defining moments

Agency Network: 
October 2020


In the conservative medtech industry, not many attempts to challenge the traditional norms of communication. But in their new campaign, highlighting groundbreaking ventilator technology, Getinge took a fresh, entirely digital approach together with creative collective Forsman & Bodenfors. In the main campaign film, 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. 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.

Content advertisement created by Forsman & Bodenfors, Sweden for Getinge, within the categories: Health, Industrial, Agriculture.

Advertising Agency: Forsman & Bodenfors, Gothenburg, Sweden
Creatives: Kris Bengtsson, Björn Engström, Stefan Thomson, Maria Fridman
Client director: Greger Andersson
Account executive: Helena Lignell
Agency producers: Åsa Hammer, Anna Junker Lundin
PR: Bjarne Darwall
Planner: Maria Hallenborg
Designer: Jerry Wass
Researcher: Frans Dino
Media strategist: Sara Björnung
Media agency: Media Kitchen
Director: Magnus Härdner
Producer: Anisa Dzindo
Production company: BR•F
D.O.P: Tim Sidell
Executive Producer: Lia Eliasson
Stylist: HIlda Junker Lundin
Production designer: Milan Rakic
Editor: Johan Kjellberg
Grade: Oskar Larsson
Sound design: Calle Buddee Roos
Online artist: Johan Wiman
Music composition: Olof Cornéer
Director: Olof Berglind
Producer: Anna Rosdahl
Production company: BR•F
D.O.P: Stockholm
DOP New York: James Peterson
DOP Little Rock: Justin Howe
DOP London: Lee Burnett
Executive Producer: Lia Eliasson
Editor: Johan Kjellberg
Grade: Johan Wiman
Sound design: Annika Hedlund
Online artist: Johan Wiman
Music composition: Olle Cornéer / Upright music
Stills photographer: Nicolina Knapp
Retouch: Matilda Persson, Parsey Studio
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