Life-defining moments

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.